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

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

a stack of TVs
Around 40% of recent cord-cutters said extended free trials and free TV options drove them to cancel their cable subscriptions. Unsplash

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.

@kelseymsutton Kelsey Sutton is the streaming editor at Adweek, where she covers the business of streaming television.