A new report from Experian Marketing Services says that the number of people cancelling their cable services has risen 44 percent in the last 3 years.
The report also says a large portion of the 44 percent who cancelled their cable have Netflix or Hulu streaming accounts. Cable companies have tried to regain their losses by making their broadband cable services more expensive and limiting the amount of video people can stream over broadband.
The group that is least likely to pay for cable, the report found, are millennials who try to save money by cutting cable.
"Young millennials who are just getting started may never pay for cable," said Experian analyst John Fetto.
Demographics that are most likely to still buy cable are sports fans who still want to watch games at home and families with young children.
Cable companies are trying to find a long-term solution to the competition of the streaming services. Sen. John McCain, R-Ariz., has pushed for the cable companies to consider a la carte cable packages so users can pay for only the channels they want.