Only 10% to 20% of the U.S. population are potential cord cutters, and a big reason for those small percentages is the relatively low quality of most over-the-top video content, according to Fitch Ratings. "Consumer demand for high-quality and expensively produced programming will remain," said Melissa Link-Cohen, director of Fitch Ratings. "The large, well-capitalized content providers are crucial to the industry and will remain so."

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