Pay-TV home entertainment may be in decline in the United States and Europe, but surges in India and China will help the medium top more than 1 billion subscribers through 2024, according to new data from Digital TV Research.
The London-based company said India and China — the world’s most populous countries — will add 26 million and 19 million pay-TV subs, respectively.
The U.S., formerly the No. 1 pay-TV market, will lose 14.4 million subs during the period — a decline of more than 16%.
Indeed, China and India will account for more than 50% of global pay-TV subs with 356 million and 184 million, respectively.
“We have updated our forecasts based on June 2019 reports,” Simon Murray, principal analyst at Digital TV Research, said in a statement. “The U.S. is the world’s worst performer — with no uplift expected over the next five years. Other countries will experience a slowdown — or even some small declines in subscriber numbers — but no other country will match the gloomy projections for the U.S.”
The lone silver lining is online TV. Spurred by standalone services such as Sling TV, AT&T TV, PlayStation Vue, Hulu with TV and YouTube TV, online TV will add more than 100 million subs through 2024, reaching a global sub count of 357 million and 20% market share — up from 15% in 2018.