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Hulu, not Netflix, appears to be driving the recent increase in cord-cutting, according to Corey Barrett, a senior media analyst at M Science.
Cord-cutting, long said to represent the demise of cable companies, is when customers eliminate paid TV from their service provider bundle. Barrett said a recent study from M Science shows the trend is on the rise.
"What really stood out to us was that [cord-cutting] was most pronounced among Hulu subscribers," Barrett told "Power Lunch " on Friday. "There's a misconception that Netflix is actively driving cord-cutting behavior."
The study found that Netflix subscribers eliminated their cable package at similar rates to the average consumer, while Hulu members saw a higher rate of cord-cutting.
The findings also identified Charter Communications as potentially a victim of the practice, "relative to Comcast, " according to Barrett.
He called the practice "a generational shift" and warned disruption could grow in the coming years thanks to more nontraditional firms entering the field.
"As a function of that, you have players coming from outside the existing pay-TV ecosystem that are likely much more disruptive to the current ecosystem and drive heavier cord-cutting than what we've seen," Barrett said.
Disclosure: CNBC parent company NBCUniversal is an investor in Hulu. Comcast is the owner of NBCUniversal, the parent company of CNBC and CNBC.com.