Traditional pay-TV penetration in the United States is forecast to drop below 50% of households by 2026, according to a new study by Digital TV Research.
For comparison, subscriptions for pay-TV services (cable, direct-to-home satellite, etc.) peaked in 2010 at 91% of U.S. homes and stood at 60% in 2021, according to the data.
Digital TV Research forecasts 60 million pay-TV households will be left by 2027, down from 105 million at the peak in 2010.
“The U.S. lost 6 million pay-TV subscribers each year from 2019 to 2021,” stated Simon Murray, Principal Analyst at Digital TV Research. “Losses will decrease from now on, but the 2027 total will be 12 million lower than 2021.”
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The number of households without a pay-TV subscription will rocket from 11.34 million in 2010 to 72.86 million in 2027. Digital TV Research attributed the decline mainly to cord-cutting.
Pay-TV revenues peaked in 2014, at $101 billion, the firm said. A $48 billion decline is forecast between 2014 and 2027; reducing the total to $53 billion.
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By Greg Tarr
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