Cord cutting is on the rise, and by the end of 2023, 55% of Americans who used a smart TV streamed their shows exclusively, according to Inscape’s Q4 2023 TV Market Trends Report.

Just 40% of Americans utilize both streaming and cable TV, with only 5% relying solely on cable TV to watch their shows.

The negative news for cable television doesn’t end there. 63.9% of Americans solely watched TV content. 29.6% generally streamed their TV, with only a little cable TV programming. That implies 93.5% of all TV viewing on linked TVs was done entirely or primarily through streaming.

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This figure is up from 45% at the end of 2021, when subscribers just streamed their TV. Americans who only watch cable TV have decreased from 9% at the end of 2021 to 5% by the end of 2023.

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Americans are increasingly discovering that even with cable TV, they need streaming to see all they want. By 2023, the majority of individuals who still pay for cable TV will be streaming video.

In 2023, the number of Americans who only streamed TV increased by 5.7%.

As we approach 2024, streaming becomes more accessible than ever, with new alternatives for streaming sports, for example, becoming more prevalent.