New study: Nearly half of U.S. internet households are ‘cord-cutters’

Market research company Parks Associates recently shared findings from its Video Services Consumer Insights Dashboard, which showed that almost half of U.S. residents with internet service have stopped using pay TV, such as cable.

According to the company’s press release, “56 million (46%) of U.S. internet households are ‘cord cutters,’ while 12% are ‘cord nevers,’ who have never subscribed to any sort of traditional pay TV.”

Streaming services have been steadily gaining in popularity. In 2024, Nielsen reported that streaming hit 40% of U.S. TV use for the first time in history.

If you are considering cutting the cable cord, Allconnect’s streaming guide shares tips to make it a favorable experience, including suggested speeds and internet connection types that are best suited for streaming services.

If you are new to streaming, it is important to manage your subscriptions and find the service that fits your viewing preferences.

The Parks Associates research also showed that “for leading streaming services, many consumers prefer the basic tier with ads over the more expensive premium tier with no ads; as of Q3 2024, 59% of subscriptions across the eight leading SVOD services are basic tier with ads subscriptions.”

• Max: $9.99/mo. with ads to $20.99/mo. without ads
• Netflix: $7.99/mo. with ads to $24.99/mo. without ads
• Disney+: $9.99/mo. with ads to $15.99/mo. without ads
• Discovery+: $5.99/mo. with ads to $9.99/mo. without ads
• Paramount+: $7.99/mo. with ads to $12.99/mo. without ads
• Prime Video: $8.99/mo. with ads to $11.98/mo. without ads
• Hulu: $9.99/mo. with ads to $18.99/mo. without ads
• Peacock: $7.99/mo. with ads to $13.99/mo. without ads

‘Cord Nevers’

The Parks Associates research also identified that 12% of internet-connected households have never been connected to a pay TV service. 

“Cord Nevers represent a unique opportunity for streaming providers,” said Jennifer Kent, Vice President of Research at Parks Associates. “By definition, this segment of the market has not paid for traditional pay TV, but streaming services have found a way to monetize a segment that has not previously valued subscription video or has grown up in a streaming-first market, with different conceptions of what subscription video should be.”

If you are a “cord never” internet user, streaming is one alternative to cable, with digital antennas or on-demand services as options.

See Allconnect’s Research hub for more broadband information.