Roku predicts half of US homes will have cut the cord and dropped cable by 2024

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Roku predicts that by 2024, half of all U.S. homes will have never had cable TV or will have canceled their subscription.

Roku sees this trend boosting its business, which it frames as being a “neutral partner at the center of the streaming ecosystem.”

Roku predicts that within four years, half of all U.S. homes will have never had cable TV or will have canceled their subscription, the company said in a letter to investors on Thursday released along with the company’s fourth quarter 2019 results.

The consumer shift from expensive cable TV packages to cheaper and more flexible “over-the-top” internet streaming services has been driving a wave of investment and competition in the media industry.

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