Cord cutting is on the rise, according to a new study by Experian Marketing Services. According to the report, the number of cord cutters (defined by Experian as people who have broadband but never have had cable or just dropped cable) has risen 44% in the last three years. The firm claims that 6.5 percent of households in the U.S. cut the cord in 2013, a number that was 4.5 percent in 2010. The number increases for users who subscribe to Netflix or Hulu, with a fifth of Americans who use those services refusing to subscribe to cable TV.

Experian notes however it's the young where the real sea change is occurring. Almost a quarter of young adults between 18 and 34 who subscribe to Netflix or Hulu don't pay for TV.

"The young millennials who are just getting started on their own may never pay for television," said John Fetto, a senior analyst at Experian Marketing Services. "Pay TV is definitely declining."
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