With the launch of DIRECTV NOW there are several options for Americans to subscribe to an online television service rather than a traditional cable, satellite or telco provider. So far the threat of so-called ‘cord cutting’ has been rather overstated. In the last 12 months our Multiscreen Index shows that the top 10 service providers in the United States lost less than half a percent of their television subscriber base. AT&T says it’s aiming the online offer at those that do not currently pay for television. Time will tell how great the demand is or whether it risks undercutting existing services.