Not necessarily cord cutters
the article quotes losses from the cable companies but doesn't account for satellite and other operators.
A large portion of MSO - and satellite - churn can be accounted for from customers who are "switching" over due to some compelling offer of a few free months of service or a Visa card.
the industry has trained the consumer to switch every 18 months or so to get a short term deal.
By not looking at the losses of the entire 100 million or so video households in the U.S. it is impossible to tell what percentage of the 2.5 households cut the cord or simply went to another provider for essentially the same service.