Cable companies are continuing to lose more customers.
In July, August, and September, these companies lost 1.1 million subscribers, according to the research firm MoffettNathanson.
This is the biggest lost for these companies ever.
But S&P Global Market Intelligence is saying the number of subscriptions lost is actually closer to 1.2 million.
There are still 91 million customers with cable, Telco TV, or Satelite dish.
"Satellite TV providers had their worst quarter on record with a loss of 726,000 subscribers, the firm says. Cable operators have been hit with a tough trend, too. So far this year, they have lost nearly 1.1 million subscribers, their worst losses at the three-quarter mark since 2014. So far this year, traditional pay-TV providers have lost 2.8 million subscribers," writes "USA Today."
The average cost for cable subscribers is between $85 to $100 a month. Now that content is available on so many platforms for instant streaming, consumers are no longer willing to pay these premiums.
Netflix and Hulu, on the other hand, are under $12 a month. So a household can get multiple streaming platforms for less than a traditional TV provider and have access to more on-demand content.
"People have embraced them," said Tony Lenoir, S&P senior research analyst. "There's a lot of competition from streaming services out there. People are just cutting the cord. I don't think we've seen the end of it."
So is this the beginning of the end for cable companies? Or will these companies turn into strictly internet providers?
Read more about how consumers are cutting the cord at a rapid rate at "USA Today."