For the first time, the total number of Americans who pay for a TV subscription is on pace to decline this year, Bloomberg News reports. It’s a sobering statistic for the cable industry, which has been fighting for years to thwart ‘cord-cutters’ who ditch their subscriptions in favor of streaming video online. It’s becoming increasingly clear this is a losing battle.

It isn’t just cord-cutters who are the problem for the pay-TV industry, Bloomberg’s Ian King points out. It’s ‘cord-nevers’-young people who have never paid for cable or satellite TV and have no intention of doing so in the future. The piece leads with an anecdote about a 23-year-old cord-never from Mountain View who says she spends four hours in front of the TV every day just streaming shows and movies from Netflix, Amazon, and broadcasters’ websites. She describes this approach as ‘very typical