So quitting TV and quitting cable are two very different things. Even the article you link to is about cord cutting - not TV cutting.

The current industry trends are not actually people leaving cable all together (though that did happen last quarter but in relatively minor amounts). The scariest thing for the cable operators is people backing off of their premium offerings. People aren't going to pay $10 an month extra for Showtime if they can just buy a season Dexter on Amazon for ~$25.

People love their TV (average 2.5 hours per day watched in the US) they're just finding new ways to get it.