Report: Global Pay-TV Market to Add 15 Million Subs Through 2026

Pay-TV isn’t dead. Despite living in an over-the-top video ecosystem, new data from Digital TV Research projects the addition of 15 million pay-TV subscribers between 2020 and 2026, bringing the global subscriber base to 1.02 billion. Through 2026, 92 countries will add pay-TV subs and 46 countries will lose subscribers.

China and India together will continue to provide just under half the world’s pay-TV subs. China will lose 10 million subs who see OTT video platforms as more appealing than traditional pay-TV. However, India will add 21 million pay-TV subs. The U.S. will be the biggest pay-TV loser — down by 16 million subs through 2026.

Online TV platforms will add 63 million subs through 2026 to take its total to 378 million. There will be 412 million cable subs (both analog and digital) by 2026 — 46 million fewer than the 458 million subs recorded in 2020. Satellite TV will lose 8 million subs to total 203 million. Pay-DTT (digital terrestrial television) will grow by 6 million subs to reach 25 million. Many of the DTT subs will be in Africa.

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