via Quartz
by Ashley Rodriguez
May 27,2017

More choice means more reason than ever to cut the cord.

The share of US cable and satellite-TV subscribers who are thinking of dropping their service is growing faster than ever, found research by Frank N. Magid Associates that dates back to 2011. Nine percent of the US pay-TV subscribers surveyed by the firm said they were “extremely likely” to cut the cord in the next year, up from 6% in 2016, Axios reported. That’s a 3-percentage-point annual increase, the highest in the survey question’s history.

In 2016, there were an estimated 99.4 million pay-TV households in the US, according to Statista. And the market lost an estimated 1.5 million subscribers, Variety reported.

In the past two years, five new players have entered the space—three of which launched in the last six months—offering cheaper, streaming alternatives with smaller, and more customizable bundles of live channels, with no commitments. SlingTV, PlayStation Vue, DirecTV Now, YouTube TV, and Hulu all sell packages for around $40 a month, compared to the $90 the average American pays for cable. And Verizon plans to roll out a similar service this year.

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