US traditional pay-TV penetration will slip below 50 per cent of TV households in 2026 – down from 91 per cent in 2010 and down from 60 per cent in 2021, according to the North America Pay TV Forecasts report from analyst firm Digital TV Research, who  forecast 60 million pay-TV subscribers by 2027; declining from 105 million in the peak year of 2010.

“The US lost 6 million pay-TV subscribers each year from 2019 to 2021,” advises 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.”

The number of households without a pay-TV subscription will rocket from 11.34 million in 2010 to 72.86 million in 2027 due mainly as a result of cord-cutting.

Pay-TV revenues peaked in 2014, at $101 billion (€88bn). A $48 billion decline is forecast between 2014 and 2027; halving the total to $53 billion.

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Categories: Articles, Broadcast, Consumer Behaviour, Markets, Pay TV, Research

Tags: Digital TV Research, pay TV, Simon Murray