Measurement firm Nielsen has begun tracking the viewing habits of some 5 million American households that receive entertainment on Internet-connected devices and television sets.
It's a group Nielsen dubs the "Zero TV" households, though that fails to precisely describe this group of viewers who are mainly younger than age 35 and childless. The vast majority -- some 75% -- own at least one television, but these sets are connected to the Internet, not to a cable or satellite service.
These nontraditional TV viewers surveyed as part of the latest Cross-Platform Report from Nielsen cited cost and lack of interest as the main reasons for not subscribing to a traditional pay TV service.
It remains to be seen whether this group, referred to by some industry observers as the "never-connecteds," will forgo cable or satellite subscriptions as they age, buy homes and raise families.