Around 26 percent of subscribers calling their cable TV provider want to cut the cord and request Internet access only, as they ditch cable service, according to research from the Marchex Institute. It's a troubling time for cable TV and satellite providers, as mobile Web will soon quickly replace TV as the No. 1 resource in total number of viewers, along with racking up higher advertising revenue.
"It's clear that consumers want very specific things from their cable providers - and at the most fundamental level, they increasingly just want a reliable Internet connection to serve as a gateway to their own channels and choices," said Chen Zhao, Marchex Institute director of analytics, in a statement to Business Insider.
Sensing a shift more towards online video, broadcasters and premium content providers are testing their own standalone subscription services.