A recent survey of Netflix streaming video customers revealed a change that providers of cable, satellite and telco TV services are likely to find troubling: The rate of pay-television cord-cutting is accelerating, reports TheWrap.com.

Almost one-third of Netflix streaming customers who additionally pay for a cable, satellite or telco TV service said they are likely to downgrade their pay TV services, compared with just 16% a year earlier, according to a study from The Diffusion Group, the story says.

"Despite its rhetorical positioning, both Netflix and Pay TV operators have long been aware that there will come a point at which its services are not only dilutive to regular TV viewing, but antithetical to Pay TV subscription levels," said TDG director of research Michael Greeson.