The cord-cutters have taken over.

In 2022, for the first time ever, the proportion of U.S. households that subscribe to traditional pay TV services dropped below 50%, according to Insider Intelligence. The company said by the end of the year, only 65.1 million households in the U.S. still had traditional pay TV, which was down 9% from 2021 for a total of 49.7%.

Insider Intelligence—which makes its predictions and estimates for pay TV and OTT based on analysis of survey and web traffic data from research firms and regulatory agencies, historical trends, sales projections, reported subscriber numbers and several other factors—previously predicted in September 2022 that traditional pay TV wouldn’t drop below 50% until 2023.