Bad news for traditional pay TV: cord cutting is accelerating at a pace faster than previously estimated. According to a new industry report from eMarketer, there will be 22.2 million cord cutters ages 18 and older this year – a figure that’s up 33.2 percent over 2016. The firm said it’s had to revise its forecast as the pace of cord cutting has increased. Previously, it believed there would only be 15.4 million cord cutters in the U.S.

In addition, the so-called “cord-nevers” – meaning those consumers who never choose to subscribe to traditional cable or satellite TV in the first place – is growing, too. While the pace of that growth is slower – a more modest 5.8 percent this year – the total number of cord-nevers is higher. eMarketer says there will be 34.4 million U.S. adult cord-nevers in 2017.

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