Brian Lardin finally cut the cord on Feb. 20, 2015 — and he doesn’t want Apple TV, even though it’s now $30 cheaper.

Lardin, 41, a purchasing manager for a medical distributor in Oakland County, Mich., was paying Comcast CMCSA, -0.70% $215 a month for the triple play of telephone, Internet and television. “We kept a TV watching diary for a month, then just did the math,” he says. “It was a no-brainer if we were willing to give up less than 5% of what we were already watching.” He now pays for a high-speed Internet-only service from Comcast and, with a Roku 3 media player, content from Hulu Plus and video-streaming service Sling TV, owned by Dish Network Corp. DISH, -3.05% , he saves $97 a month compared with his old cable bill.

On Monday, Apple Inc.’s AAPL, -3.17% CEO said Apple TV would now cost $69 — instead of $99 — and starting in April would feature access to HBO Now for $14.99 a month on all Apple devices. This will be a streaming version of HBO that doesn’t require a cable subscription. Apple and HBO say that Apple will be the exclusive seller of HBO Now for the first three months, with the exception of HBO’s traditional pay TV distributors. HBO, however, has yet to secure any deals for an HBO stand-alone streaming service with those traditional TV distributors. HBO Go requires a cable subscription, HBO Now does not.

Lardin is happy with his Roku 3, though, which is currently reduced to $79.99 from $99.99, and says he does not need or want Apple TV. “I’ve got more content than I know what to do with now,” he says. His Sling TV service includes channels such as AMC, Disney Channel, TNT, ESPN, HGTV and Crackle, but he doesn’t get local sports broadcasts. “I get Monday Night Football, but I don’t get to watch the Detroit Red Wings or Detroit Tigers,” he adds.

There are many more ways to stream video content than there were a few years ago, and as Quartz claims, several of them are faster and more advanced technologically than Apple TV. The most basic Roku device to stream content to your TV costs $50, Google Inc.’s (GOOG) Chromecast costs $35 and Amazon’s AMZN, -1.78% Fire TV retails at $99 and the slightly more basic Fire TV Stick at $40. On Wednesday, Sony Corp. said it will roll out its new Internet TV service, PlayStation Vue, within the next two weeks in New York, Philadelphia and Chicago. Last year, Time Warner Cable US:TWC updated its Roku app to include live and on-demand viewing and redesigned the interface to make it resemble a tablet screen rather than complex cable TV listings; content includes PBS and the Smithsonian Channel, among others.

Read: Your digital subscriptions now exceed your cable bill

Despite the number of alternatives, cable-cutters like Lardin are among the minority. One reason is that many of these options don’t work for would-be cord-cutters, says Dan Rayburn, a principal analyst with business consulting firm Frost & Sullivan. “They’re not going after people with cable, they’re going after people who don’t have cable.” There are 100 million households with pay TV service, he says, and 10 million households without. Some 2.9% of pay TV consumers say they’re “very likely” to cancel their pay TV, rising for the fourth consecutive year, a recent report by consulting firm Frank N. Magid Associates found, but cable companies have not lost more than 1% of subscribers in any quarter.

“The media companies are treading very carefully,” says Craig Moffett, senior analyst at Moffett Nathanson Research. “They are walking the tightrope to make these services appeal to the non-subscriber, but not so attractive that they would peel away those who would otherwise pay for cable.” Set-top boxes simply display Internet content more conveniently on TVs, he says, and are designed for people who are not heavy TV viewers in the first place. “The last thing they want to do is give people the incentive to leave the traditional pay TV ecosystem,” Moffett says.

That doesn’t mean more Americans like Brian Lardin don’t have bill fatigue. Cable bills have more than doubled over the last decade and the average cable bill is roughly $112 a month, including Internet and telephone, according to research firm SNL Kagan. “Most cable operators price their broadband subscription so it’s cheaper to take it with video than without,” Moffett says. The cable TV revolution, he adds, has not happened — nor does he expect one anytime soon.

Read: Whatever happened to the cable TV revolution?

Lardin, meanwhile, is happy to sacrifice local sports and other channels to save nearly $100 a month. He says it will pay for a week-long vacation on Lake Michigan. “Cord cutting is getting easier and easier every day,” he says. “We find ourselves actually watching different content nightly instead of watching the same crap over and over.” Cutting the cord is a win-win: Lardin says he can always change his mind at a later date, and search for a triple play package that can start from $89.99 from some cable companies.

“I would have cut the cord years ago if I’d known how simple it was,” he says.

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