Ah, fun with numbers, that's why all of this stuff is so difficult. But, even so, 17.8% OTA reliant, means that 82.2% is the "pay" market, so it is still worth focusing there first. The OTA market is *probably* broken into the following sub-segments: 1. My dad ("why would I pay for TV when I can get it for free") - not a Tivo target demographic. 2. The angry people ("I'm mad as hell for having to pay monthly for crap and I'm not gonna take it any more") - Also not a Tivo demographic 3. The apathetic ("yeah, I know there is more out there but all of this stuff is a hassle and I don't understand it") Basically the OTA equivalent of people that have been renting the same cable boxes for their tube TVs for 20 years (i.e. my sister) - Could be a Tivo demographic but they would need to do a hard sell job (i.e. expensive marketing) 4. The people who can't afford anything above OTA (whether they want it or not) - Not a Tivo demographic. 5. The techie crowd who is cutting the cable and finding alternatives - defnitiely a Tivo demographic. I am in tech marketing (but not the tivo world) so I can't really say out of the 17.8% how much are in #5 vs. the other 4 groups. I would guess (with no facts to back it up) that #3 and #4 are the largest chunk of the OTA market. In 2011 the poverty threshold was ~15% of the population. Based on the fact ~96% of the population has a TV, if you assume the 4% without are below the poverty line, then the other 11% have TVs. That slice of 96% is ~11.5%, meaning that basically all of the other groups have to share ~6%. While the OTA market may be growing quickly, I think it boils down to how you define it and increases off of small numbers can be big. But, again, this is not my expertise, I am just fascinated by numbers and statistics. You can always get them to say whatever you want if you torture them enough.