Then again humans are a dumb lot sometimes,and some just amaze me. I know as far as I'm concerned once the bill hits over $100. I will be going back to 4 channels and netflix or something.
Directv's average customer bill is in the low $90s (I think $92 was mentioned in the last quarterly report.) And with average annual March price increases of around $4-5 dollars, they'll hit that magic $100 average in about two years.
However, Directv plays at the higher-end of the subscription TV market, so most dish and cable subscribers are spending less per month. The complicating factor is that many cable subs bundle, so their monthly bills include internet and phone, pushing their total monthly bills into the $150+ range.
From the reports I've read there are only a few true cord cutters, mostly at the fringes of the market. But there appears to be a growing trend among young adults that are choosing not to subscribe in the first place. In college they don't subscribe, or use their parent's service and get much of their "tv" entertainment off the web. Once they've graduated and get jobs of their own they just never sign up for cable or sat. Their smartphones are far more important to them than their TVs.
If this trend is real and continues to grow, that's when you'll see real changes in the industry. My own guess is that within 10 years cable/sat will be dominated by sports and news and that more and more people will stream their general entertainment. This will lead to a collapsing down of regular networks, so they'll only be one History channel, one Lifetime, etc, etc.