As now they watch shows and movies on the Internet, sometimes via cellphone connections, a growing number of people in the US have stopped paying for cable and satellite TV service.
Last month, the Nielsen Co. started labeling people in this group "Zero TV" households, because they fall outside the traditional definition of a TV home.
There are 5 million of these residences in the U.S., up from 2 million in 2007, Fox news reports.
Most cellphones require an add-on device known as a dongle, but these gadgets are just starting to be sold.
The report pointed out that the Zero TV segment is increasingly important, because the number of people signing up for traditional TV service has slowed to a standstill in the U.S.
Last year, the cable, satellite and telecoms providers added just 46,000 video customers collectively, according to research firm SNL Kagan.
That is tiny when compared to the 974,000 new households created last year.
While it's still 100.4 million homes, or 84.7 percent of all households, it's down from the peak of 87.3 percent in early 2010, the report said.