The Federal Communications Commission on Thursday approved a new rule that would allow consumers to swap cable set-top boxes for less expensive devices in a blow to major cable operators.



The television industry continues to evolve amid a consumer shift to on-demand and streaming services and away from traditional cable packages. The rule effectively increases competition, giving upstart providers like Google parent Alphabet and Apple a leg up.

"Technology allows it, the industry at one time proposed something similar to it, and the consumers deserve a break and a choice," FCC Chairman Tom Wheeler said.



The measure passed by a 3-2 vote.