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It's the embodiment of "If you can't beat 'em, join 'em": Researcher Parks Associates released data today showing that 21 percent of pay TV subscribers in the U.S. also subscribe to a streaming service through their pay TV provider. If that doesn't sound like many, consider that only 10 percent did so one year ago. This shows cable and satellite companies see the inevitability of over-the-top services, and have decided it makes more sense to add streaming services to their platforms rather than fighting them. Consumers appreciate unified billing, so this move is a win for subscribers, as well, who can pay one monthly bill for multiple services.