According to new figures from media industry research firm eMarketer, the number of Americans who have ever quit a pay TV service like cable and satellite without returning will rise to 33 million people total in 2018, significantly higher than a previous prediction of 27 million. (The prediction came in July 2017.) Relatedly, the company’s predictions for growth of streaming platforms have increased, with a forecast of 147.5 million users for Netflix alone by year’s end. Netflix reported it had reached 125 million subscribers in April.

Numbers aside, there’s been a clear shift in recent years. Few people need cable or satellite anymore, especially as those options seem more cost-prohibitive, and as networks increasingly offer their channels as stand-alone services such as HBO Now. According to eMarketer, nascent integration deals between streaming platforms and pay TV services will stem the latter’s losses. But it won’t stop traditional TV’s eventual demise.