Millennials don't know tv is free.

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Dan Sisco has discovered a technology that allows him to access half a dozen major TV channels, completely free. “I was just kind of surprised that this is technology that exists,” says Mr. Sisco, 28 years old. “It’s been awesome. It doesn’t log out and it doesn’t skip.”

Let’s hear a round of applause for TV antennas, often called “rabbit ears,” a technology invented roughly seven decades ago, long before there was even a cord to be cut, which had been consigned to the technology trash can along with cassette tapes and VCRs.

The antenna is mounting a quiet comeback, propelled by a generation that never knew life before cable television, and who primarily watch Netflix , Hulu and HBO via the internet. Antenna sales in the U.S. are projected to rise 7% in 2017 to nearly 8 million units, according to the Consumer Technology Association, a trade group....

Mr. Sisco, an M.B.A. student in Provo, Utah, made his discovery after inviting friends over to watch the Super Bowl in 2014. The online stream he found to watch the game didn’t have regular commercials—disappointing half of his guests who were only interested in the ads.

“An antenna was not even on my radar,” he says. He went online and discovered he could buy one for $20 and watch major networks like ABC, NBC, Fox and CBS free.

But many consumers still aren’t getting the signal.

Carlos Villalobos, 21, who was selling tube-shaped digital antennas at a swap meet in San Diego recently, says customers often ask if his $20 to $25 products are legal. “They don’t trust me when I say that these are actually free local channels,” he says.

Earlier this year, he got an earful from a woman who didn’t get it. “She was mad,” he recalls. “She says, ‘No, you can’t live in America for free, what are you talking about?’”

Almost a third of Americans (29%) are unaware local TV is available free, according to a June survey by the National Association of Broadcasters, an industry trade group....

Richard Schneider, founder of a St. Louis manufacturing company called Antennas Direct, says his occupation results in awkward small talk. “If I’m at a party and I tell people what I do for a living, they’ll say, ‘That’s still a thing?’ I’d think you’d be out of business by now.’”

Quite the opposite. He started selling antennas as a hobby more than 15 years ago and only expected to sell a few hundred each year. He says he sold 75,000 antennas in June. Even the latest high-definition flat-screen TVs need an antenna to get free broadcasts.

Michelle Herrick, 39, a photographer in Phoenix, says she was desperate to cancel her cable subscription after her bill topped $200 a month. The only reason she hadn’t was because she wanted local stations.

Then, about two years ago, her mother told her about modern antennas. Now, Ms. Herrick is the one who regularly has to explain to puzzled guests how she’s able to watch free television. “Everyone I talked to, they had no idea.” .

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