An Adweek/Harris Poll survey has produced alarming news for the cable industry, revealing that over half of US adults with cable would switch to online TV if certain provisions were met.

Demonstrating just how much online TV use is accelerating, driven by the uptake of over the top (OTT) services such as Netflix and Hulu, the survey of 2,309 US adults found that overall just over three-quarters of Americans (77%) have watched a TV show on the Internet rather than on a traditional television. Just more than half (51%) added that they have watched a show on the Internet that they never previously saw on a traditional television.

Yet when looking at Internet TV as a direct competitor to cable services, which the survey found 87% of Americans own, 56% of the survey, said that they would stop paying for cable and watch TV shows on the Internet if certain conditions were met.

Namely, two-fifths said they would stop paying if they could get all of the programs that they wanted to watch for free online (44%); a quarter said that they would need to get all the shows they wanted to watch online at the same time that they air on TV; 16% would do so if they could get all the programs they wanted to watch online for a ‘small fee’.

Yet as an indication of how far away such a transition was, three-tenths said that they were not interested in dropping cable for online TV under any circumstances.