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.
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