Despite the fact that TV station ownership groups continue to bury their head in the sand, the landscape continues to shift.

Streaming’s share of U.S. viewing time grew to a new high in July, while television viewing fell below 50% for the first time, according to new Nielsen data.

The milestone is the latest sign of the rapid erosion of the cable-TV bundle, which has lost about a quarter of its subscribers over the past decade as more Americans cut the cord.

TV ownership groups like Nexstar and others believe the answer is to demand that viewers who have yet to cut the cord pay even higher fees.

They demand cable and satellite companies pay them more per subscriber, which raises the viewer’s cable bill. The viewer then decides that enough is enough, and they cut the cord.

It’s like they can’t figure out why people continue to give up on cable while sticking their hand out, asking for more money.

Let’s say that the trend will continue and not end well.

The wake-up call has been going off, and these TV ownership groups are sleeping through it.

H/T WSJ