According to new estimates from Morningstar, the number of Amazon Prime members may soon exceed the number of cable and satellite TV subscribers in the United States. Morningstar points to 79 million Prime members, up from 66 million at the end of 2016 (based on analysis of Amazon’s cash-flow statement). S&P Global projects 90 million U.S. households will pay for cable or satellite television this year. Recode reports, “According to these estimates, more U.S. households may have an Amazon Prime subscription than a pay TV subscription as soon as next year.”

More than 80 percent of the wealthiest households in the U.S. are currently Prime members. “Amazon has been courting lower-income American households with discounts for those on government assistance, as well as a monthly payment option for those who don’t want to cough up $99 for an annual subscription,” notes Recode.