Believe it or not, but at least 85% of Americans are still using traditional pay cable. However, according to market analyst TDG Research, as many as 40% of all Americans will overcome this addiction by 2030. TDG has always been bullish on the future of TV as an app and they are making no bones about the fact that this is indeed where the market is going. I know I kicked that nasty cable habit this time last year and I'm loving my streaming/over-the-air life now. It doesn't surprise me a bit that almost half of us here in the US are going the streaming route in the next decade or so. You can read the PR here. Cost is a major driver of this shift: the cost of bundling a few favorite streaming services together still pales in comparison to the average cable bill. TDG found that two thirds of cord cutters and “cord nevers” (people who have never paid for cable) said service expense was the key reason they do not use legacy pay TV services.