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Digital TV Research: U.S. Pay-TV Market Penetration to Fall Below 50% in 2024

Digital TV Research: U.S. Pay-TV Market Penetration to Fall Below 50% in 2024

U.S. household pay-TV market penetration will drop below 50% this year, according to new data from Digital TV Research.

The number of pay-TV subscribers in Canada and the United States will fall from a peak of 111 million subs in 2015 to 60 million subs in 2029, according to the data. The U.S. will lose 51% of its total pay-TV sub base (down by 49 million), with Canada down by 23% (3 million) during the period. North American pay-TV penetration will drop from 85% of all households in 2015 to 43% by 2029. 

“The number of North American pay-TV subscribers plummeted by 41 million between 2015 and 2023,” Simon Murray, analyst at Digital TV Research, said in a statement. “Subscription declines will slow, with a decrease of 10 million subscribers between 2023 and 2029.”

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