Millennial Cord-Nevers Jeopardize the Pay TV Model

USA Today reports:

The TV industry just can't catch a break. With cable subscriptions falling and the even the mighty NFL struggling with flat ratings, things just keep getting worse.

To add more fuel to the fire, The Wall Street Journal reports on a new study from Forrester Research, which found that there are even more "cord-nevers" than cord-cutters. Unlike those who cancel cable subscriptions in favor of streaming, cord-nevers have never paid for cable or satellite in their adult lives.

To make matters worse for the industry, the firm estimates that only half of the U.S. population under 32 will subscribe to traditional pay TV in the next decade.

Imagine that.