Half of All U.S. Homes Will Be Cord Cutters or Cord-Nevers by 2024, Roku Projects

Consumers 'will choose streaming as their primary way of viewing TV,' the platform says

In just a few years, the number of U.S. homes without a cable subscription will be equal to the number that have one, according to a bold new prediction from Roku.

The streaming TV platform is ready for a decade dominated by streaming. The company said today it expects that by 2024, about half of all U.S. households will have either cut the cord or never had a traditional cable or satellite subscription.

In a letter to shareholders Thursday, Roku, which sells streaming TV players and also has its operating system preinstalled on a number of U.S.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in