The pay TV provider with the largest number of subscribers at the end of the first quarter of 2025 was Charter, amassing around **** million customers. However, a potential merger of Charter and Cox would become the largest cable TV provider in the U.S., with an estimated **** million subscribers. Second was Comcast with **** million, followed by DirecTV with ** million and the online TV service YouTube TV with *** million. With pay TV providers losing market shares to video streaming services, the number of subscribers has slipped significantly in recent years, with no provider having beyond ** million customers.

Data revealed that the number of traditional pay TV households in the United States stood at around ** million in 2023. This figure will likely drop further over the next few years and amount to less than ** million by 2028. Meanwhile, digital pay TV is becoming increasingly popular. Pay TV is fighting an uphill battle The United States is one of the largest pay TV markets worldwide based on penetration. But even though millions of viewers frequently tune in to watch their favorite shows, news broadcasts, and sports events on the small screen, the U.S. pay TV industry is facing enormous challenges. More viewers are canceling their cable or satellite subscriptions than ever, be it because of mounting prices, limited content offerings, or the proliferation of over-the-top (OTT) video services and streaming platforms. Based on the latest data, over half of TV households in the country are currently without a telco, cable, or satellite TV provider. Can cable companies combat subscriber loss? The cord-cutting movement and other recent changes in consumer behavior have had a substantial impact on the pay TV landscape and its players. In 2023, U.S. pay TV providers suffered a combined net subscriber loss of around **** million viewers. This downward trend also extends to the largest pay TV providers in the U.S., such as Charter and Comcast. However, they have recently ventured into the world of streaming to offset subscriber losses, but whether this expansion will be enough to effectively combat churn remains to be seen.

Cable providers disseminate subscription video content from cable networks to consumers over wired telecommunications networks. In addition to video programming, these enterprises usually offer high-speed internet access and digital voice telephony services. These other services are frequently bundled in a single package with industry-relevant video services. Although these services are excluded from cable providers' industry revenue, demand for them affects industry sales. In recent years, the industry has experienced significant upheaval, grappling with challenges that have reshaped its market dynamics. The prominence of streaming platforms like Netflix, Disney+ and YouTube TV has led to a seismic shift in how consumers access content, contributing to a sharp drop in cable TV subscriptions. As more consumers "cut the cord," demand for traditional cable services has waned. Industry revenue is estimated to decline at a CAGR of 3.2% to $97.1 billion, despite a gain of 0.1% in 2025, with providers offsetting substantial subscriber loss through price hikes and upgrades. Average industry profit, measured as earnings before interest and taxes, has fared better than revenue thanks to cost-cutting measures, reaching 12.5% in 2025. The industry has experienced intense competition from new external sources. Most prominently, the availability of digital streaming services has led consumers to drop their traditional TV services altogether. In 2023, streaming subscriptions outpaced cable subscriptions. New streaming services have entered the fray, including YouTube, which launched a live TV streaming service that quickly built relationships with broadcasters and cable networks. Increasing cable prices have further compounded the industry's struggles, pushing consumers toward more affordable and content-rich streaming alternatives. Investments by traditional TV players in online streaming underscore digital platforms' dominance in the future of video consumption. Cable companies have been pressured to cut costs, leading to layoffs and slower wage growth as automation and digital service platforms become preferred solutions. The industry will benefit from the addition of high-speed internet subscribers and upgrades to higher-profit digital cable services. Streaming services are slated to offer more services in this outlook period, such as live TV streaming of sports games, which will hurt industry demand. Cable companies are poised to provide slimmer, lower-cost bundles to entice potential cord-cutters. Cable companies will expand broadband services and explore Free Ad-Supported Streaming Television (FAST) to harness a broader audience base. Transparency regulations may reshape customer dynamics, pushing further enhancements in service and pricing models. Despite favorable economic indicators like new household formations and rising disposable incomes, changing consumer preferences and growing alternative options will continue to hinder cable subscriptions. Industry revenue is poised to inch upward at a CAGR of 0.1% and reach $97.5 billion in 2030.

High Frequency Indicator: The dataset contains year- and month-wise compiled data from the year 2018 to till date on the total number of active multi system operators (MSOs) and headed in the sky (HITS) subscribers. The different types of MSO/HITs operators covered in the dataset include GTPL Hathway, Siti Networks Ltd, Hathway Digital Ltd, Den Networks Ltd, NXT Digital Ltd, KAL Cables Fastway Transmissions Pvt Ltd, VK Digital, Asianet Digital Network, etc.

Note:

Total Active Subscriber Base includes subscribers who have been inactive or temporarily suspended for not more than last 90 days

According to the statistics of the operating area, the number of cable radio and television subscribers.

Cable television is regulated at the municipal, state, and federal levels.

The statistic depicts the number of broadband internet subscribers of the cable company Charter in the United States from 2009 to 2020. In 2020, Charter had ***** million broadband internet subscribers.

Cable television and television household penetration rate statistics

According to the source, Comcast lost over ******* subscribers in the United States in the second quarter of 2024 compared to the same period of the previous year. Meanwhile, Dish Network lost ******* customers. Pay TV providers continue to find it difficult to retain their subscribers as consumers turn to video streaming services, although some struggle more than others.

Snapshot img

US Pay Tv Market Size 2025-2029

The US pay tv market size is forecast to increase by USD 6.45 billion at a CAGR of 1.7% between 2024 and 2029.

The Pay TV market in the US is driven by the high demand for live programming and sports content, which continues to be a significant draw for subscribers. The ease of use offered by cable TV providers, enabling seamless access to a wide range of channels, further bolsters the market's growth. However, the emergence of online streaming platforms poses a notable challenge. These home entertainment platforms, with their flexibility and affordability, are increasingly gaining traction among consumers. As a result, traditional Pay TV providers must adapt to remain competitive, focusing on enhancing their offerings and customer experience to retain subscribers and attract new ones.
Companies in the market can capitalize on this competitive landscape by investing in innovative technologies and strategies to differentiate themselves and cater to evolving consumer preferences.

What will be the size of the US Pay Tv Market during the forecast period?

Explore in-depth regional segment analysis with market size data - historical 2019-2023 and forecasts 2025-2029 - in the full report.
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The Pay TV market in the US is characterized by continuous advancements in technology and consumer preferences. Content moderation and user interface design play crucial roles in ensuring user experience optimization and customer satisfaction. High-definition video quality and live streaming are now standard offerings, requiring substantial network bandwidth. Content partnerships and on-demand content are driving media distribution, with artificial intelligence and machine learning powering content strategy and personalization. Virtual and augmented reality technologies are emerging, enhancing user engagement metrics and media consumption patterns. Media consolidation and system integration are key trends, as companies seek to optimize subscription revenue and advertising revenue through innovative marketing strategies.
Digital marketing and social media marketing are essential components of these strategies, while digital watermarking and content licensing agreements safeguard content monetization and intellectual property. Customer data protection and program guide data are critical for maintaining trust and improving user experience. Emerging technologies, such as 5G networks and advanced audio quality, will further shape the Pay TV landscape.

How is this market segmented?

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Technology

  Satellite TV
  Cable TV
  IP TV


End-user

  Household
  Commercial


Type

  Postpaid
  Prepaid


Geography

  North America

    US

By Technology Insights

The satellite tv segment is estimated to witness significant growth during the forecast period.

In the dynamic pay TV market of the US, traditional cable TV and satellite providers face intense competition from over-the-top (OTT) platforms and mobile TV services. Content licensing and production costs are significant challenges for cable TV companies, which offer channel packages with hundreds of channels. In contrast, OTT platforms like Netflix, Hulu, and Amazon Prime Video focus on personalized recommendations and data compression to deliver content efficiently over broadband internet. Cable TV companies have responded by offering internet bundles and unique features, as well as adopting business strategies to counteract subscriber churn. Broadcast networks and OTT platforms engage in content creation and distribution, with talent acquisition and customer relationship management playing crucial roles.

Technical support and data encryption are essential for ensuring user experience and protecting intellectual property. Industry regulations, such as antitrust laws and audience measurement, impact the market dynamics. Multi-screen viewing and targeted advertising are popular trends, with wireless networks and edge computing enabling multi-channel television and interactive television experiences. Content delivery networks and smart TVs facilitate content discovery and digital rights management. Content acquisition and aggregation are essential for both cable TV and OTT platforms, with program guides and user interfaces optimized for ease of use. Subscription models and billing systems are critical components of the pay TV ecosystem.

Network infrastructure, network capacity, and data analytics are vital for delivering high-quality content, including 4k resolution and viewership ratings. The convergence of media and technology continues to shape the pay TV market, with fiber optic and cloud computing playing increasingl

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Ukraine Communication Subscribers: Households: TV Subscribers: Cable TV data was reported at 2,233.400 Person th in Sep 2018. This records an increase from the previous number of 2,226.700 Person th for Jun 2018. Ukraine Communication Subscribers: Households: TV Subscribers: Cable TV data is updated quarterly, averaging 3,363.100 Person th from Mar 2007 (Median) to Sep 2018, with 47 observations. The data reached an all-time high of 3,619.500 Person th in Sep 2012 and a record low of 2,226.700 Person th in Jun 2018. Ukraine Communication Subscribers: Households: TV Subscribers: Cable TV data remains active status in CEIC and is reported by State Statistics Service of Ukraine. The data is categorized under Global Database’s Ukraine – Table UA.TB001: Communication Subscribers.

During a survey held in January 2023, ** percent of respondents stated that their household was currently subscribing to a cable television service, compared to ** percent who said the same in a study conducted in January 2019. Cord-cutting is a major problem for TV providers as viewers turn to the internet to seek out and enjoy their favorite content on streaming services.

The largest cable networks of Fox Corporation were FOX News and FS1, with ** million subscribers each recorded in 2024. Each channel of the U.S.-based broadcaster showed declines in subscription numbers.

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Ukraine Communication Subscribers: TV Subscribers: Cable TV data was reported at 2,242.000 Person th in Mar 2018. This records a decrease from the previous number of 2,337.000 Person th for Dec 2017. Ukraine Communication Subscribers: TV Subscribers: Cable TV data is updated quarterly, averaging 3,399.100 Person th from Mar 2007 (Median) to Mar 2018, with 45 observations. The data reached an all-time high of 3,630.000 Person th in Sep 2012 and a record low of 2,242.000 Person th in Mar 2018. Ukraine Communication Subscribers: TV Subscribers: Cable TV data remains active status in CEIC and is reported by State Statistics Service of Ukraine. The data is categorized under Global Database’s Ukraine – Table UA.TB001: Communication Subscribers.

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The statistic depicts the number of broadband internet subscribers of the cable company Comcast in the United States from 2009 to 2020. In 2020, Comcast had **** million broadband internet subscribers.