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Cable TV has been steadily losing subscribers to streaming services for some time now, and it’s not expected to slow down. Newly revised projections show that 1 in 4 households plan to drop their pay-TV subscription in 2020, and nearly 40% of subscribers will drop service by 2025 That means 14 million U.S. broadband households are expected to drop traditional pay-TV packages.

These numbers come from The Diffusion Group, a syndicated research company. TDG analysts had previously forecasted US households with pay-TV subscriptions to fall in the 83.5 million to 87 million range by 2020, but the actual numbers are lower than that with pay-TV households falling to 81 million at the end of 2019.

And it’s not just cable subscriptions that are falling short of TDG’s projections. Live streaming options like Fubo, Sling, YouTube TV, Philo, and others are also unexpectedly dwindling. It seems like consumers are less concerned with watching TV live as it happens and leaning more toward video-on-demand options.