"The company blamed it in part on some of the usual factors. Subscribers failed to reup after their promotional discounts expired; competition took its toll. DirecTV Now increased pricing, which undoubtedly led to some customers leaving."

The last article talks about a study including the type of people OP mentioned. They don't mind cable and commercials but end up being cord cutters anyway because of loss of control over the channels included.

https://www.forbes.com/sites/tonifitzgerald/2019/07/24/yikes...

https://www.forbes.com/sites/tonifitzgerald/2019/06/29/portr...