Live Sports Drought Pushes More TV Viewers to Cut the Cord—Permanently

One in three U.S. households does not have traditional pay TV

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Here’s some bad news for traditional pay-TV companies already hamstrung by the pause on live sports programming and the drought of advertising dollars. Customers who cut the cord during the last several months say they are unlikely to come back.

According to a new report from Roku, the absence of live sports is accelerating the existing cord-cutting trend among television households in the U.S. Nearly 30% of survey respondents cited the loss of live televised sports as their No.



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