Pay-TV penetration in the US will drop below 50% of TV households by 2026

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 18, 2022, 9:40 AM GMT+0

According to Digital TV Research, the United States lost 6 million Pay-TV subscribers a year between 2019 and 2021.

Pay-TV penetration has decreased significantly over the last few years, a trend that seems to be only accelerating with the passing years. By 2026, Pay TV penetration in the US will drop to below 50% of TV households from the  60% penetration in 2021.

The total Pay-TV subscribers are set to fall further to 60 million in 2027 – 45 million subscribers less than Pay TV’s peak in 2010. Revenues for Pay-TV will experience a $48 billion decline between 2014 and 2027, bringing the total to $53 billion.

In contrast to these Pay-TV numbers, US SVOD subscriptions will rise by 33%, from 338 million at the end of 2021 to 450 million in 2026. By the same year, 87% of TV households will subscribe to at least one SVOD service by 2026, a 5% rise over the equivalent figure for the end of 2021.

Discover the top organisations in your market and industry that have customers buzzing using YouGov BrandRankings

Read the original article

[2 minute read]

Explore more data & articles