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 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.
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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.
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According to the statistics of the operating area, the number of cable radio and television subscribers.
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.
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Statistics on the number of subscribers of cable TV system operators in Yunlin County (Jialian Cable TV Co., Ltd., Beigang Cable TV Co., Ltd.)
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The number of cable TV subscribers and the penetration rate data set
As of January 2024, around 9.7 million households in Canada subscribed to pay TV, down from nearly 9.98 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.
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.
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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 estimates, there were *** million TV homes in the United States for the 2023-2024 TV season. Whilst the number of TV households continues to grow, pay TV is becoming less popular – the pay TV penetration rate in the U.S. was pegged at ** percent in 2023, marking a drop of over ** percentage points in just five years. The changing TV landscape The trend of consumers (especially younger generations) cutting the cord and instead moving online to streaming services has meant that many pay TV providers have struggled to keep afloat. In spite of this, television statistics show that watching terrestrial TV is still a popular media activity among U.S. consumers. Television has been a popular pastime for so long that it seems impossible the medium could ever die out – but its traditional form is certainly changing. The advent of ** and smart TV technology, as well as connected TV devices, mean that the ways in which we watch television are changing all the time. User demographics A key factor when considering television consumption in the United States is how a consumer’s age affects their viewing habits and preferences. As of 2022, the average daily time spent watching TV among adults aged 75 years and older amounted to nearly **** hours. ** to **-year-olds spent just around *** hours per day consuming TV content. Moreover, the share of cable TV subscribers was higher among older adults, with half of consumers aged 65 years and older subscribing to a cable TV service, compared to ** percent of ** to **-year-olds at the beginning of 2023.
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 inc
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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.
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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.
The number of pay TV subscribers in the North American countries Canada and the U.S. has dropped off significantly in recent years. By 2029, it is expected there will be **** million pay TV subscribers in the United States and *** million in Canada.
As of 2023, around **** million people had subscribed to cable TV digital services in Taiwan, which was about the same number as of total cable TV subscribers that year. There were ** cable TV operators in the island that year.
Chile ended 2022 with approximately 3.07 million pay TV subscriptions, down by seven percent from 3.31 million a year earlier. Of the 2023 figure, 2.18 million (or 71 percent) were cable TV subscriptions, while the rest was attributed to satellite TV.
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Malaysia Number of Subscribers: Pay TV: Households data was reported at 5,948,200.000 Unit in Dec 2024. This records a decrease from the previous number of 5,993,900.000 Unit for Sep 2024. Malaysia Number of Subscribers: Pay TV: Households data is updated quarterly, averaging 6,100,000.000 Unit from Dec 2010 (Median) to Dec 2024, with 57 observations. The data reached an all-time high of 7,615,100.000 Unit in Jun 2021 and a record low of 2,930,000.000 Unit in Mar 2011. Malaysia Number of Subscribers: Pay TV: Households data remains active status in CEIC and is reported by Malaysian Communications and Multimedia Commission. The data is categorized under Global Database’s Malaysia – Table MY.TB001: Telecommunication Statistics: Summary. [COVID-19-IMPACT]
The number of pay TV subscribers in China is decreasing. In 2020, there were around 327.2 million pay TV subscribers and the number was projected to increase to 345 million by 2027. The most populous country in the world has the largest pay TV subscription base in APAC region.
Biggest pay TV markets Compared with other countries, China has already achieved the largest number of pay TV subscribers since 2015. In 2021, second-placed India had about 164 million pay TV subscribers, and the United States, ranked third, had about 75 million. While the figures of China and the United States are expected to slightly drop in the next years, India has show a growth projection. India is forecasted to have over 180 million pay TV subscribers by 2026. Much of the growth of pay TV households is attributed by specialists to government policy to consolidate cable TV operations.
Pay TV market players China is also home of the leading pay TV provider in the world - China Radio & TV. Nearly 252 million people were expected to subscribe to China Radio & TV services in 2020. American company Liberty Global would go from being the second to the fourth largest pay TV provider worldwide by 2020, as two Chinese providers are projected to gain space in the market. Beijing-based China Telecom, one of leading telecommunication provider in the country, is forecast to become the second largest pay TV provider in the world, with about 28 million paying subscribers. BesTV, a subsidiary of Shanghai Media Group (SMG), is expected to rank third in number of subscribers, just behind China Telecom.
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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.
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.