Americans are embracing online video, enjoying more freedom in choosing the content they watch, which has hurt TV viewership, according to a new report from Nielsen. The shift to online video is going to pressure cable and satellite TV providers – despite many consumers not necessarily cutting the cord, less viewership will hurt advertising and pressure providers to find ways to evolve.

More consumers have broadband Internet access and can choose from Netflix, Amazon, Hulu, YouTube and other services – as more broadcasters and content providers test online video services – with 45 percent of Americans streaming television shows at least once per month, eMarketer said.

« Content is still king, but consumers are shaping their own content-discovery experience, and the evolving media landscape has not lessened consumer demand for quality, professionally produced content, » said Dounia Turrill, Nielsen SVP of insights, in a statement. « What has changed is the number and reliability of new media available to viewers. »