The share of U.S. households without a telco, cable, or satellite TV provider is estimated to amount to ** percent in 2024. The forecast suggests a continued increase in cord cutters by 2027.

As of the third quarter of 2024, *** percent of U.S. households cut the cord. The number of pay TV subscriptions is likely to further drop in the near future as more and more people opt for streaming services.

According to a survey, the share of Americans who have switched from cable or satellite TV to streaming-only services increased by *** percentage points between 2022 and 2024, reaching ** percent of respondents in 2024. Conversely, the share of people who were not interested in cutting the cord declined from ** percent in 2022 to ** percent in 2024.

By the end of 2020, the number of households not paying for traditional TV services in the United States is predicted to amount to **** million. As of 2019, **** million households had cut the cord; this figure is projected to further increase in the following years and hit **** million in 2024.

** percent of the U.S. population was extremely likely to cancel their subscription to pay television services in the next 12 months, according to a survey conducted in March 2024. The majority of respondents who wanted to cancel their subscriptions were between 35 and 55 years. In contrast, half of individuals over 55 years said they did not plan to cancel their pay TV services in the coming year.

According to a survey conducted in the second quarter of 2024, around *** in **** adults in Canada and the U.S. planned to cut the cord in the next six months. This marked a decline from ** percent who stated the same the previous year.

According to a survey conducted in the United States, the majority of the cord cutters were between 35 to 49 years, with *** in **** viewers who haven't watched traditional linear TV for six months. In comparison, ***** percent of consumers aged 50 to 55 years cut the cord in the half year prior to the survey period.

Malone, J. B., Nevo, A., Nolan, Z., and Williams, J. W. (2023). “Is OTT Video a Substitute for TV? Policy Insights from Cord-Cutting.” Review of Economics and Statistics, 105:6, 1615–1623.

The primary reason for cutting the cord in the United States was the cost - cable was too expensive for nearly three in four respondents to a 2024 survey. The second most common reason was that people no longer needed cable to watch what they were interested in and instead watched content on video streaming services, such as Netflix, Tubi, or FuboTV.

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Pay TV Market Size 2024-2028

The pay TV market size is forecast to increase by USD 23.6 billion at a CAGR of 2.09% between 2023 and 2028. The market is experiencing significant shifts as online streaming platforms gain popularity and consumer preferences lean towards more flexible and convenient viewing options. The sustained demand for live programming and sports remains a driving force, attracting viewers seeking real-time entertainment experiences. Cord-cutting, the trend of canceling traditional cable or satellite TV subscriptions in favor of streaming services, continues to rise. Regulations and licensing requirements remain important considerations for market players, necessitating strategic alliances and product development to remain competitive. Ease of use benefits offered by streaming services, such as on-demand access to content and the ability to watch shows and movies at any time, further contribute to the market's growth. As the industry evolves, players must adapt to these trends and challenges to maintain market share and meet the evolving needs of consumers.

What will be the Size of the Market During the Forecast Period?

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The market is witnessing significant growth, driven by advancements in broadcasting technologies, globalization of content, and the increasing disposable incomes of consumers. This trend is observed across various television platforms, including cable, satellite, and Internet Protocol Television (IPTV). Broadcasting technologies have evolved, enabling high-definition content and on-demand viewing. These advancements have led to an increase in the availability of diverse viewing options, catering to different consumer preferences. The globalization of content has further expanded the entertainment landscape, allowing consumers access to a wide range of premium content from around the world.

Similarly, subscription fees for Pay TV services have become more competitive, with bundled service packages offering a combination of exclusive sports channels, digital platforms, and free-to-air television. This strategy appeals to consumers seeking value for their investment. Digital infrastructure plays a crucial role in the market, enabling customization options and advanced technology integrations. Artificial intelligence (AI) is increasingly being used to provide content recommendations based on viewer preferences and watching history. Hybrid set-top boxes, which combine traditional cable or satellite services with IP-based content, are also gaining popularity. Premium content remains a key driver for the market.

Also, content providers are investing heavily in producing high-quality programming to attract and retain subscribers. Exclusive sports channels, in particular, continue to be a significant draw for many consumers. In conclusion, the market is characterized by continuous advancements in technology, global content availability, and competitive pricing strategies. These trends are shaping the future of television entertainment, offering consumers diverse viewing options and personalized experiences.

Market Segmentation

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.

Application

  Residential
  Commercial


Type

  Cable TV
  Satellite TV
  IPTV


Geography

  North America

    US


  Europe

    Germany
    UK


  APAC

    China
    India


  South America



  Middle East and Africa

By Application Insights

The residential segment is estimated to witness significant growth during the forecast period. The market experienced significant growth in 2023, with the residential segment holding a substantial share. Traditional cable pay TV continues to provide a reliable and consistent signal in regions with established digital infrastructure, making it an attractive option in areas with unreliable internet connectivity. To remain competitive, pay TV providers have adapted their services, offering digital features and on-demand content.

Furthermore, the integration of streaming services and smart TV functionalities has become commonplace to enhance user experience. The advancement of technology has led to the introduction of high-definition content, such as 4K and HDR broadcasting, which has significantly improved picture quality. Bundling services with internet and phone packages has also emerged as a popular strategy to retain customers. Hybrid set-top boxes enable seamless access to both traditional pay TV and on-demand content, providing flexibility and convenience to viewers. Artificial intelligence and content recommendations further personalize the viewing experience, catering to individual preferences.

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The statistic shows the share of cord-cutters and cord-nevers in selected countries in Latin America as of *********. According to the source, ** percent of Brazilian TV households unsubscribed from pay TV services and ** percent were video-on-demand subscribers without ever being a pay TV subscriber.

During a 2021 survey conducted in Colombia, around *** percent of respondents reported canceling their pay TV subscriptions. The same study recorded similar results in 2019 and 2018.

The Cord Fabric Cutting Machine market has seen significant growth in recent years, driven by the rising demand for precision and efficiency in fabric processing across various sectors, including textiles, upholstery, and manufacturing. These specialized machines offer an innovative solution that enhances productivi

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The Remote Cable Cutters market has evolved significantly in recent years, driven by advancements in technology and growing demands across various industries. Remote cable cutters are essential tools that provide precise cutting solutions, largely used in sectors such as telecommunications, construction, and utiliti

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Satellite TV providers distribute TV programs on a subscription or fee basis through direct broadcast satellites. These providers have struggled with intense competition from online streaming services, fueling a depression in subscriber rates. As a result, revenue has fallen at an estimated CAGR of 6.4% to $40.2 billion through the end of 2024, with an expected drop of 3.1% in 2024 alone. New networks, boosted channel options and bonus features have padded satellite TV providers from extreme slumps, as providers have been able to charge high rates to existing customers with these additional services. Companies attempt to compensate by selling higher-margin services to existing customers to mitigate shrinking subscriber numbers. Also, providers lock in a segment of revenue for a period of time, as subscribers to satellite TV are on a contract for usually a year or two. These reasons explain why satellite TV profit as a percentage of revenue has remained relatively steady despite poor industry performance. Over the past five years, satellite TV providers have faced increasing challenges as cord-cutting became the norm. The growing preference for internet-based streaming, supported by more accessible high-speed broadband and advanced data compression technologies, has only accelerated this shift. Regulatory hurdles, including signal interference and mandatory carriage fees for local channels, have added to the industry's struggles. The climb in multiplatform streaming and the shrinking of the industry's most loyal demographic— older consumers who prefer traditional TV—have compounded the woes of satellite TV providers. The mounting availability of online content and an expanding market for connected portable devices like mobile phones and tablets will continue to threaten traditional TV through the end of 2029. Also, the boosted proliferation of devices like Smart TVs (internet-ready TVs with streaming applications included) will push down demand for new satellite TV packages. The future success of major satellite TV providers will be contingent on them developing ways to retain and attract subscribers, with many viewers still tuning in on satellite TV and cable to view programs like international content and sporting events. Revenue is poised to contract at a CAGR of 3.1% to $34.4 billion through the end of 2029.

The Cordless Hydraulic Cable Cutters market has emerged as a vital segment within the tools and equipment industry, offering a practical solution for cutting through various types of cables, particularly in electrical and telecommunications applications. These sophisticated tools utilize hydraulic pressure to delive

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The graph presents the share of cable subscribers who would consider cutting the cord from their cable TV subscription in the United States as of December 2017. During the survey, ** percent of cable subscribers stated that they would consider cutting the cord from their cable TV subscription.