Pay TV has over $100 billion in revenue in the U.S., with a wide array of large and small firms vying for a piece of the action. As recently as 2012, over 90% of U.S. households subscribed to cable, satellite, or another pay TV service. But the market is in turmoil, despite attempts to suggest it’s business as usual, because that proportion has dropped in recent years. Now, many cord-cutters (people who have ended their pay TV subscription) and cord-nevers (those who have never subscribed) are using streaming video services instead.