Read the full report, US OTT and Pay TV Viewership Forecast 2024.
Article
| Apr 16, 2024
Major streaming services like Netflix and Disney+ dive into advertising while more viewers cut the pay TV cord.
Report
| Sep 27, 2022
Pay TV includes subscriptions to cable, satellite, and IPTV services. IPTV is eating into traditional pay TV. Cable and satellite services (from the likes of Rogers, Bell Media, Cogeco and Shaw) will account for 61.9% of total pay TV households this year, but that share will shrink each year.
Report
| Nov 17, 2023
As recently as 2019, traditional pay TV drew over 90 million more viewers than ad-supported streaming services. In less than 10 years, that dynamic will have more than reversed. By 2027, AVOD will lead pay TV by more than 100 million viewers, and the gap will only get more extreme as pay TV devolves into a niche format. Viewers will be harder to reach as AVOD steals time.
Report
| Nov 28, 2023
There’s been a rapid expansion of ad inventory available for consumption on smart TVs as they’ve become more common in the home and streaming viewership nears the levels of pay TV. Predictions. Non-pay TV households will approach parity with pay TV households. Thanks to smart TV connectivity, non-pay TV homes will account for 42.4% of Canadian households in 2024 and continue upward.
Report
| Dec 7, 2023
The traditional cable, satellite, and telco pay TV bundle continues to lose ground to streamers, and the trend is irreversible. The resolution of the Disney-Spectrum dispute was only a temporary respite. The existential questions that the carriage scuffle brought up are still latent.
Report
| Nov 29, 2023
Chart
| Sep 1, 2023
Source: Insider Intelligence | eMarketer
Chart
| Sep 1, 2023
Source: Insider Intelligence | eMarketer
Chart
| Sep 1, 2023
Source: Insider Intelligence | eMarketer
The company signed a $1 billion yearly deal with the NFL to host Sunday Ticket on YouTube TV, its pay TV service. The bet has been successful so far: Despite a steep investment, YouTube TV subscriptions jumped 50% year over year thanks to Sunday Ticket, posing a major disruption to the traditional pay TV business.
Article
| Feb 5, 2024
All the metrics we track for connected TV (CTV) are climbing, including time spent, ad dollars, and users. All this is happening as linear viewership declines, and for the first time, non-pay TV viewers have surpassed pay TV this year, according to our forecast. Here’s what advertisers need to know to keep up with this shifting landscape.
Article
| Jul 17, 2023
In 2024, the number of pay TV viewers will fall by about 10 million while AVOD viewers will increase by just over 16 million. By 2027, AVOD will outnumber pay TV by more than 100 million viewers. View the full forecasts for pay TV and AVOD viewers. Google’s share of ad spend will fall below 50% while genAI disrupts search.
Article
| Dec 26, 2023
OTT advertising refers to ads delivered over the internet independently of a traditional pay TV service that appears on any screen, including subscription video-on-demand, free ad-supported streaming TV, and virtual multichannel programming distributors. This can include ads served on mobile, desktop, and tablet devices, as well as smart TVs.
Article
| Feb 6, 2024
The next edition of our quarterly video report series will focus on streaming and pay TV subscription revenues. Sources. Amazon Ads. Antenna. Bloomberg. Business Insider. Digiday. FX Networks. Luminate. Madison and Wall. Netflix. Reelgood. Variety.
Report
| Dec 18, 2023
Chart
| Aug 15, 2023
Source: Leichtman Research Group Inc. (LRG)
In October 2022, the UK’s largest satellite pay TV provider launched its IP-delivered TV alternative, Sky Stream. It enables users to access content via a broadband-connected box—or via its proprietary Sky Glass TV sets—rather than relying on a traditional satellite dish. YouTube Primetime Channels come to the UK.
Report
| Nov 9, 2023
Disney and Charter’s carriage fee clash is a landmark moment: A new deal includes Disney+ and ESPN subscriptions for the linear TV service’s customers.
Article
| Sep 12, 2023
CTV to continue strong US growth: Households using the format to more than double pay TV in 2024, aided by tech shifts.
Article
| Apr 17, 2023
On today's podcast episode, we discuss the largest discrepancies in terms of where folks spend their media time versus where advertisers spend their money, and how advertisers should adjust accordingly. "In Other News," we talk about the Comcast-Walt Disney Co. negotiations centered around Hulu's ownership and whether YouTube's new NFL Sunday Ticket features will be enough to attract viewers and advertisers. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood.
Audio
| Sep 12, 2023
The rising cost of streaming services has accelerated the decline of traditional pay TV services. Pay TV penetration has been on a decline in the US for years, but the trend will be observed on a global level for the first time in 2024, with penetration set to decline steadily through at least 2028.
Article
| Dec 20, 2023
In the US, 77% of TV-owning households had a smart TV as of Q1 2023, according to Hub Research. Connected TVs, which include smart TVs, streaming sticks, and other devices, will be used in 115.1 million households next year, more than double the number of traditional pay TV households, according to our forecast.
Article
| Apr 27, 2023
This year, non-pay TV viewers in the US surpassed traditional pay TV viewers for the first time, according to our forecast, marking the beginning of a widening gap. “As more people make that shift to CTV, they will be demanding more and more cohesiveness and more affordability from providers.
Article
| Dec 14, 2023
There are a few ways to view the decline of the pay TV bundle. In our pay TV figures, we exclude vMVPDs, which deliver live TV over the internet. When viewed this way, pay TV will decline 7.2% this year to 66.4 million households. That figure will drop to 54.3 million households by the end of 2026.
Article
| Sep 28, 2022
Pay TV is in free fall, as more and more families cut the cable cord. By the end of 2023, less than half of US households will have a traditional pay TV subscription. The total number of pay TV households will drop to 65.1 million, a 4.8% decrease from 2022.
Article
| Mar 15, 2022
Even as we approach a potential ad spend winter, connected TV (CTV) advertising is in decent shape. Netflix and Disney+ just joined the ad-supported streaming game. Cord-cutters are outpacing pay TV viewers. And YouTube is increasingly watched on CTVs. These five charts offer a closer look at CTV’s past, present, and future.
Article
| Nov 15, 2022