Report: 60% of U.S. Households Have Pay-TV and SVOD Service

New consumer research from Leichtman Research Group finds that 60% of U.S. TV households have both a pay-TV service and at least one SVOD service. In addition, 20% of TV households have an SVOD service, but not pay-TV, 14% only have a pay-TV service, and 6% have neither pay-TV nor SVOD.

Among traditional (cable, satellite or telecom) pay-TV subscribers, 79% have an SVOD service, and 96% of those getting live pay-TV from an online TV service also have SVOD. Comparatively, 76% of pay-TV non-subscribers have an SVOD service.

These findings are based on a telephone survey of about 2,000 households from throughout the United States, and are part of a new LRG study, Pay-TV in the U.S. 2020. This is LRG’s 18th annual study on this topic.

“Traditional pay-TV services from cable, satellite, and telco providers are now in less than two-thirds of U.S households, while an increasing number of households are opting to get live pay-TV from [the Internet],” analyst Bruce Leichtman said in a statement. “Consumers continue to choose the video services that best fit their households’ needs.”

Other survey findings include:

  • 74% of TV households in the U.S. get a live pay-TV service (via a cable, DBS, telco, or online TV) — compared with 85% in 2015, 88% in 2010, and 82% in 2005;
  • 81% of adults ages 55+ have a pay-TV service — compared with 76% of ages 35-54, and 63% of ages 18-34;
  • 27% with both pay-TV and SVOD are ages 18-34 — compared with 46% with SVOD-only;
  • 38% of those that moved in the past year do not currently get a pay-TV service — a higher level than in any previous year;
  • 33% of pay-TV non-subscribers last had a pay-TV service within the past 3 years, 34% last subscribed more than three years ago, and 33% never had a live pay-TV service;
  • 13% of all TV households are pay-TV non-subscribers with a TV antenna.


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