Americans are abandoning traditional television in favor of free and online shows at a much faster rate than expected, new research reveals.
People are cutting the cord on their television services at a much more rapid rate than previously thought, according to research conducted by eMarketer.
In fact, the research predicts that in 2017 22.2 million adults in the US will cancel their cable television service - up 33 percent from 2016.
Only 15.4 million people were initially predicted to cancel, researchers explain.
The firm said that this decline is being driven by an increase in the number of people who have switched to free television services or online streaming, which is often less expensive.
Americans are watching less traditional television in favor of free and online TV sources, a new study shows (stock image)
People are cancelling traditional television services at a much faster rate than previously thought, according to research conducted by eMarketer . In fact, in 2017 22.2 million adults in the US will cancel their cable, satellite or telco television service - which is up 33 percent from 2016, the research predicts
And on top of that, the number who have never paid for a television service will rise by 5.8 percent this year to 34.4 million people.
'Younger audiences continue to switch to either exclusively watching [over-the-top] video or watching them in combination with free-TV options,' senior forecasting analyst at eMarketer Chris Bendtsen