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.

The number of cable TV subscriptions represents the sum of total analog and digital cable subscriptions at the end of each year. Data is sourced from the National Cable & Telecommunications Association.

From 2013 to 2023, the number of cable TV subscriptions in Finland increased steadily each year. While in 2013 there were roughly *** million subscriptions to cable TV, the number reached almost *** million in 2023. The majority of active cable TV subscriptions are purchased by Finnish households, however, the figures in this statistic also include company subscriptions.

Data on the share of adults who subscribed to a cable TV service in the United States as of January 2023 showed that adults aged 65 years or above were most likely to be subscribers, with **** of them stating that they are currently subscribing to cable TV services. By contrast, respondents between the ages of 35 and 44 were the most likely to have subscribed to cable in the past but then cut the cord later on.

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

In fiscal year 2020 there were *** million cable television households across India. India has 100 percent digital cable television network due to its mandatory regulation. Rising satellite television and digital video access along with rising costs for cable subscriptions as well as the impact of COVID-19 pandemic seem to have reduced the monopoly of cable television in the country in 2020.

Cable Television Networks Market Outlook

According to our latest research, the global cable television networks market size reached USD 180.3 billion in 2024. The industry is expected to grow at a CAGR of 3.1% from 2025 to 2033, reaching approximately USD 238.6 billion by the end of the forecast period. This steady growth is primarily driven by the increasing demand for diversified content, technological advancements in broadcast infrastructure, and the continued relevance of cable TV in emerging markets. Despite the rise of online streaming platforms, cable television networks maintain a significant role in global media consumption, supported by robust infrastructure and evolving service offerings.

The growth trajectory of the cable television networks market is shaped by several key factors, most notably the ongoing expansion of digital and high-definition (HD) content. Consumers are increasingly seeking superior viewing experiences and a wide variety of channels, which has prompted cable network providers to invest heavily in upgrading their infrastructure. The integration of advanced technologies such as digital video recorders (DVRs), interactive program guides, and on-demand services has further enhanced the value proposition of cable television. Additionally, the bundling of internet, voice, and television services has created attractive packages for subscribers, driving up average revenue per user (ARPU) and reducing churn rates. The market is also witnessing a surge in partnerships between content creators and cable networks, resulting in exclusive programming and localized content that cater to diverse audience segments.

Another significant growth driver is the resilience of cable television networks in emerging economies, where internet penetration is still catching up and traditional broadcast infrastructure remains dominant. In these regions, cable TV continues to be the primary medium for accessing news, entertainment, and sports, particularly in rural and semi-urban areas. The affordability of basic cable packages, coupled with the gradual rollout of premium and pay-per-view services, has enabled cable operators to tap into new customer bases. Furthermore, the regulatory environment in several countries has become more favorable for cable operators, with governments promoting digitization and offering incentives for infrastructure upgrades. This has accelerated the transition from analog to digital cable, resulting in improved service quality and expanded channel lineups.

The cable television networks market is also benefiting from the growing demand for video-on-demand (VOD) and interactive services. As consumer preferences shift toward personalized and flexible viewing options, cable operators have responded by integrating VOD libraries, catch-up TV, and interactive advertising into their offerings. These value-added services not only enhance customer satisfaction but also open up new revenue streams through targeted advertising and premium content subscriptions. The adoption of cloud-based platforms and data analytics by cable operators has further enabled them to tailor content recommendations and optimize network performance, ensuring a seamless viewing experience for subscribers. Collectively, these factors are contributing to the sustained growth and evolution of the cable television networks market.

Regionally, North America continues to lead the cable television networks market due to high household penetration rates and the presence of major industry players. However, Asia Pacific is emerging as the fastest-growing market, driven by rapid urbanization, rising disposable incomes, and increasing demand for diverse content. Europe maintains a significant share of the market, supported by strong regulatory frameworks and a mature subscriber base. Meanwhile, Latin America and the Middle East & Africa are experiencing gradual growth, fueled by ongoing infrastructure investments and the adoption of digital cable services. The regional dynamics of the market are expected to evolve further as technological advancements and changing consumer behaviors reshape the global media landscape.

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.

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.

Graph and download economic data for Sources of Revenue: All Other Operating Revenue for Cable and Other Subscription Programming, All Establishments, Employer Firms (REVOOREF5152ALLEST) from 2013 to 2022 about television, wired, operating, employer firms, accounting, revenue, establishments, services, and USA.

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

Pay TV Market size was valued at USD 209.8 Billion in 2022 and is projected to reach USD 274.14 Billion by 2030, growing at a CAGR of 3.40% from 2023 to 2030.

Pay TV Market: Definition/Overview

Pay TV, also known as subscription television, refers to a service model where a recurring fee is paid by consumers to access a curated selection of television channels, on-demand content, and additional features beyond the basic free-to-air offerings. Pay TV services are typically delivered through various platforms, including cable, satellite, internet protocol television (IPTV), and over-the-top (OTT) streaming services.

The primary purpose of Pay TV is for subscribers to be provided with a premium viewing experience by offering a diverse range of high-quality content, including live television channels, movies, sports events, and original programming. These content offerings are curated and packaged by Pay TV providers, with exclusive rights often secured to certain channels or programs, making them available exclusively to subscribers.

Operators in the Cable Networks industry produce and acquire programs that it then supplies to third-party broadcasters for dissemination. The industry has responded to waning TV subscriptions by expanding its premium content offerings over the five years to 2022. In addition, the industry also derives a significant portion of its revenue from advertising fees. Therefore, industry revenue benefited as total advertising expenditure in the US rose to unprecedented levels. However, the rise in online streaming services and the recent spread of COVID-19 (coronavirus) deterred industry performance. Overall, IBISWorld projects industry revenue will decline an annualized 1.5% over the five years to 2022, dropping to $94.1 billion in 2022, despite growing 0.9% in 2021 and an expected 0.1% in 2022 as the economic fallout of the coronavirus pandemic gives way to an economic recovery.Streaming video platforms represent an additional media outlet for industry content as these providers license content from industry operators. However, streaming platforms moved to offer original content, which have enabled these platforms to become a primary competitor to the industry. Large industry operators have been quick to embrace new digital platforms. WarnerMedia, now a subsidiary of AT&T Inc., launched HBO Max in 2020. The Walt Disney Company launched Disney+, a stand-alone streaming service, while also acquiring 21st Century Fox Inc. and buying out partners in Hulu to bolster its digital offerings. Although industry competition has increased, profit has remained significant because many of the largest networks wield substantial market power over content distributors.The industry's foremost challenge over the five years to 2027 is declining cable TV subscriptions. This trend has hampered growth and must be offset either by negotiating higher fees or through the introduction of alternative revenue streams; streaming services will likely be part of the answer in the outlook period. These services, particularly those that broadcast live, enable operators to attract a larger audience and, thus, make advertising airtime more valuable. Additionally, as HBO has demonstrated, networks with in-demand content can boost revenue through subscription fees. Industry revenue, however, is expected to decline an annualized 0.3% to $92.4 billion over the five years to 2027 as the economy recovers from the recent downturn and live sports return to TV, supporting advertising revenue.

As of January 2024, around *** million households in Canada subscribed to pay TV, down from nearly **** million recorded in the previous year. Cable was the most common platform type to access pay TV. However, while the number of subscribers to cable and satellite TV recently declined, telecommunications and IPTV subscription households grew from 2023 to 2024.

Forecast: Cable TV Subscriptions in Turkey 2022 - 2026 Discover more data with ReportLinker!

United States - Employed: Workers paid hourly rates: Private wage and salary workers: Radio and television broadcasting and cable subscriptions programming industries: 16 years and over was 92.00000 Thous. of Persons in January of 2024, according to the United States Federal Reserve. Historically, United States - Employed: Workers paid hourly rates: Private wage and salary workers: Radio and television broadcasting and cable subscriptions programming industries: 16 years and over reached a record high of 300.00000 in January of 2007 and a record low of 92.00000 in January of 2024. Trading Economics provides the current actual value, an historical data chart and related indicators for United States - Employed: Workers paid hourly rates: Private wage and salary workers: Radio and television broadcasting and cable subscriptions programming industries: 16 years and over - last updated from the United States Federal Reserve on July of 2025.

Graph and download economic data for Employed: Workers paid hourly rates: Private wage and salary workers: Radio and television broadcasting and cable subscriptions programming industries: 16 years and over (LEU0204838700A) from 2000 to 2024 about television, radio, broadcasting, paid, salaries, workers, hours, 16 years +, wages, private, employment, industry, rate, and USA.

The number of cable TV subscribers and the penetration rate data set

The U.S. cable and pay TV industry has experienced significant shifts recently, with revenues declining between 2021 and 2022 to ***** billion U.S. dollars. The long-standing trend of consistent growth of traditional television stopped in 2018, as viewers are increasingly opting for on-demand streaming alternatives. Advertising remains king Advertising and program revenue continue to be the major contributors to the industry's financial health. In 2022, U.S. cable and pay TV providers generated around ** billion U.S. dollars in revenue from advertising and programming, underscoring the ongoing importance of advertising in the traditional pay TV sector, despite the rise of streaming platforms and digital video advertising. Cord-cutting driven by cost and content availability Cost remains the primary factor for terminating pay TV, with nearly ************** of respondents in a 2024 survey citing cable's expense as their main reason for canceling their service. Additionally, many viewers no longer feel the need for cable to access desired content, turning instead to streaming platforms. This shift is particularly pronounced among younger demographics - ** percent of the U.S. population aged 18 to 34 years are extremely likely to cancel their pay TV subscriptions within the next year. Meanwhile, older viewers stay more loyal to traditional cable services.

Graph and download economic data for Consumer Price Index for All Urban Consumers: Cable, Satellite, and Live Streaming Television Service in U.S. City Average (CUUR0000SERA02) from Dec 1983 to Jul 2025 about satellite, radio, urban, consumer, services, CPI, price index, indexes, price, and USA.