Analysts at Experian Marketing Services published a study this week indicating that customers with high-speed internet access who have either never subscribed to cable or stopped subscribing to cable has increased by 44 percent, from 5.1 million households to 7.6 million, in a mere three years.

In 2013 alone, 6.5 percent of American households ended their reliance on cable or satellite services in favor of a streaming-only watching experience. That jump is more than the 4.5 percent of households who did the same in 2010.

The Experian survey only analyzed how many people switched from cable to Hulu Plus or Netflix, leaving out other services like Amazon Prime or Google Play.

“We had looked at cord-cutting as a trend in years past, but we hadn’t really seen significant movement in the space because it was more a small group of people who were actually cutting the cord,” John Fetto, a senior marketing manager at Experian Marketing services, told Business Insider. “It’s become something people are actually doing from something that was just being talked about in New York Times trend pieces.”