amazon jeff bezos
Amazon CEO Jeff Bezos. Brent Lewis

In the near future, the number of US households subscribing to Amazon Prime will likely outnumber household subscriptions to cable or satellite TV, according to estimates from investment research firm Morningstar.

As Recode notes, estimated subscriptions for Amazon Prime have increased dramatically since last year.

At the end of 2016, around 66 million US households had subscribed to the service. Today, there are nearly 79 million households subscribing to it.

(Since Amazon doesn’t disclose Prime membership numbers, Morningstar’s estimates are based on an analysis of Amazon’s “cash-flow statement.” Survey-based estimates of Prime subscriptions have the service at around 85 million subscribers.)

By comparison, S&P Global estimates that…