Thirteen per cent of current pay TV subscribers in the US say they are “somewhat” or “very” likely to cancel their current subscription in the next twelve months—and not sign up with another provider—according to a survey of 2,000 US households conducted by Strategy Analytics.

The firm says that “cord cutting” in favour of free broadcast or OTT content is a growing trend. “While it may represent only a relatively small percentage today, we anticipate the number of cord cutters to increase going forward,” said Ben Piper, Director in the Strategy Analytics Digital Consumer Practice. “Service providers mustn’t overlook the next generation of TV subscribers; today’s teenagers are tomorrow’s customers.”

Younger Americans consume and value content in a way far different from their parents’ generation, and have little regard for how content is delivered, according to the report.

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