Over 1 million people have downloaded the YouTube TV app since it officially launched two months ago, according to data from app research firm Apptopia. Of the new adapters, roughly two-thirds are Android users. App downloads initially peaked when YouTube TV launched in select markets (NYC, LA, Chicago, Philly and SF) and increased slightly over the Holiday with the availability of Airplay for iOS users.

Why it matters: The rapid popularity of YouTube TV is a bad sign for cable companies, already struggling to deal with cord-cutters migrating to cheaper OTT platforms and streaming services. YouTube TV's service is significantly cheaper at $35 monthly than the average cable package and allows users to cancel their plans at any time.

Crowded marketplace: For consumers, there are more bundled packages like this being offered than ever before, and they're all popping up around similar price ranges. Hulu TV also launched within the past two months, joining the likes of SlingTV and DirectTV Now — all at a roughly $40 monthly price point — a bargain considering the average American pays $92 monthly for cable.