Cord cutting - What is the true story?

According to eMarketer cord cutting has jumped 10.9% over last year
According to bgr.com Apple has abandoned a TV subscription service model becuase they cannot break away their desired 25-30 channels from content providers
But, according to 24/7 Wall Street, Comcast, Viacom, and Time Warner are all beating Wall Street earnings estimates - so do we care about cord cutting?