The number of Americans who are cutting the cord on their cable, telco and satellite TV services continues to accelerate, according to a new forecast from eMarketer released Tuesday.

The findings come as the tipping point for cord-cutting has arrived as traditional TV providers look to boost profits by offering fewer promotions and Disney, WarnerMedia and Apple get set to join Netflix and Amazon Prime in the streaming arena.

eMarketer reports that by the end of this year the number of pay TV households will fall by 4 percent to 86.5 million and the number of households with a traditional pay TV subscription will fall below 80 million by 2021, with more than one-fifth of households by then having become cord-cutters.