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increased price of TV subscription. The cord cutters, in the majority, are the young people that in search of entertainment prefer online services to traditional TV. The survey also predicts that the number of cord-cutters and cord-nevers will constantly increase and in 2021 this number will reach over 40 million (Statista, 2017). Despite constant decreasing of TV viewers, their numbers are still high, for example “in 2016, there were 99.4 million pay TV households in the U.S” (Statista, 2016). One of the reasons why so many households still have a cable TV is quite simple. The young generation (24 years old and younger), which do not have any more such close association with TV, in the majority do not have yet their own habitation, they live with their family or in some dormitory or in lodgings. In simple terms, this generation has not grown up yet. But as many of surveys predict, the number of households with subscription to TV cable will continuously decline. Figure 4 Cable subscription status by age 38PDF Image | Youtube a new era of TV
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