Sony's new line of 4K HDR Ultra HD TVs support Google's Android TV operating system, meaning those who develop apps for Android can also create streaming video apps for its TVs. It's also bolstered its 4K movie streaming service ULTRA as well as its Internet TV service Playstation Vue.
"Our goal with our TVs is to give the best experience to the consumer, whether they are looking for cord-cutting or looking for that set-top box," said Philip Jones, product information manager at Sony Electronics.
Jones said while cable is still a more stable format and isn't reliant on broadcast speeds, young adults and kids value other aspects. His kids, for example, aren't used to adhering to cable TV's scheduled programming. They prefer on-demand content more suitable to streaming services.
"They don't look at TV the way we do," Jones said. "They want the information now, and want to arrange to watch it when they want to watch it."
Samsung's Varner said its new TVs are for both kinds of people as well. He explained Samsung's focus on internet-enabled TVs is more to streamline consumers home and entertainment experiences. The new line can also be transformed into an internet of things hub for connected devices in the home. It also allows for Comcast's Xfinity services to be streamed into its TVs, without the bulky set-top box.
But while the main motivation toward focusing on streaming services isn't a pre-emptive move to protect Samsung TVs against the death of cable, Varner acknowledged that younger generations like his brother, who is six years younger than he, prefer cutting the cord.
"There's a lot of web-enabled activity (on the TVs) that allows him to make it easier to access all kinds of apps that he wants so he can get his content," Varner said. "At the same time, we're partnering with all other partners out there to get content. He doesn't need a set-top box anymore to access content through a cable provider."
Disclosure: Comcast is the owner of NBCUniversal, the parent company of CNBC and CNBC.com.
Correction: This story was revised to correct when the Pew Research Center report was issued: It was last December. It also corrected the spelling of Philip Jones' first name.