While consumers watch more than 30 hours of video per week on average, the number of households planning to cancel their pay-TV service (potential cord-cutters) has also increased, reaching 7% of US broadband households with a pay-TV service.

That's the word from a Parks Associates report, Under Attack: Assessing New Threats to Pay TV, which notes that the new deal between Apple and HBO to stream the HBO Now streaming service to Apple devices is just the latest example of reasons why consumers will continue to cut the cord.

"The pay-TV industry is experiencing a slow crisis in terms of paying customers," said Brett Sappington, director of research at Parks Associates. "Content is key to attracting and retaining consumers, and consumers are now looking beyond pay-TV for that content."

From the article "Cord-cutters approach 7% of US TV population" by Michelle Clancy.

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