Half of All U.S. Homes Will Be Cord Cutters or Cord-Nevers by 2024, Roku Projects

Consumers 'will choose streaming as their primary way of viewing TV,' the platform says

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Roku users spent 11.7 billion hours streaming programming in the last quarter of 2019. Roku

In just a few years, the number of U.S. homes without a cable subscription will be equal to the number that have one, according to a bold new prediction from Roku.

@kelseymsutton kelsey.sutton@adweek.com Kelsey Sutton is the streaming editor at Adweek, where she covers the business of streaming television.