Roku this month released a study predicting that streaming TV viewers can surpass traditional pay TV viewers in five years.

The Roku study points the reasons driving the acceleration of streaming:

• Viewers are becoming more aware of and adopting streaming services that include network and live programming.
• Viewers enjoy the entertainment and original productions available through streaming from HBO, Netflix and others.
• Viewers watch video ads in exchange for access to free entertainment.
• Streaming is easy and enjoyable for all ages.

Two-thirds of all cord cutters surveyed by Roku say they wished they would have cut the cord sooner. Of current Pay TV subscribers, 34% say they plan to switch to a cheaper option in the next six months.