Broadband-only homes continues to rise -- signaling more cord-cutting for traditional pay TV services, with higher streaming content consumed.
Estimates are that U.S. broadband-only homes will rise 42% to 54 million in five years from its current level of 38 million, according to analysis of The Diffusion Group —a division of Screen Engine/ASI.
The research says the current 38 million broadband-only homes (BBO) represents 35% of all U.S. TV homes.
Nielsen says there are 120 million overall U.S. TV homes.
Streaming represents 60% of overall TV viewing time in those BBO homes -- 50% greater than homes with broadband and either a traditional or virtual pay TV service.
Viewers in broadband-only homes watch 10% less TV per week -- 28 hours -- than broadband/pay TV households. About one- third of BBO homes also have terrestrial TV antennas, where 12 hours a week of content is viewed.
Around 66% of broadband-only homes watch free ad-supported streaming video. YouTube is the most dominant ad-supported streaming platform, with Netflix, Amazon Prime Video, and Hulu most popular subscription video-on-demand platforms.