Last April, HBO effectively marked the death of the cable TV bundle when they decided to launch “HBO Now” and sell their content directly to consumers for $15 per month. While other “over-the-top” providers have existed for years, this decision was pivotal because it was the first time that any major content provider decided to break with the traditional cable delivery model and go direct to consumer. Within a year, HBO Now had amassed 1 million subscribers. Meanwhile, Pay TV households collapsed around the same time as “cord cutting” accelerated.