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While cord-cutting escalated in the first nine months of 2016, the solid performance in the final quarter could ease the pressure the trend has been putting on the flattening television market.

Now it’s the telecoms turn to reveal whether they continued to gain steam with their Internet protocol TV products, which have enticed subscribers away from cable companies over the past five years. BCE Inc. and Telus Corp., the cablecos’ top rivals in eastern and western Canada respectively, report their financial results this week and next.

Bell, which reports Thursday, is expected to add 7,000 TV subscribers, according to consensus estimates. The growth is expected to be more muted than last year.

Rogers’ strong Internet additions in the previous quarter, with subscribers often buying bundled packages, could have come at the expense of Bell’s wireline business given Bell has been more disciplined with pricing, Desjardins analyst Maher Yaghi wrote in a note to investors.

Telus is scheduled to report the following week. It is expected to add 17,000 customers, predicts RBC analyst Drew McReynolds, as Shaw has yet to gain traction with its new TV product. If both telecoms post significant gains, the industry could beat expectations of approximately 200,000 lost subscribers in 2016 as people, especially those younger than 35, cancel subscriptions in favour of cheaper online video streaming services.