A study from Digital TV Research has shown the clear downward trajectory of the traditional pay-TV market in the US with penetration set to slip below 50% of TV.
| 23 February 2021
In what may be good news for a market that has been undergoing a considerable downward spiral over the last few years, a Digital TV Research study is predicting that pay-TV subscriber losses in the US and Canada are set to slow with declines to be lower from 2021, falling by 16 million in total between 2020 and 2026.
The North America Pay TV Forecasts report found that the number of pay-TV subscribers in the US and Canada plummeted by 27 million between 2010 and 2020, down by 6 million in both 2019 and 2020. Pay-TV penetration is set to drop from 90.5% in 2010 to 53.6% by 2026. These falls will see the number of pay-TV subscribers in Canada and the US falling by 43 million from 116 million in the peak year of 2010 to 74 million in 2026. The US is set to lose 41 million, with Canada down by nearly 2 million.