The forecast: Pay TV is in free fall, as more and more families cut the cable cord. By the end of 2023, less than half of US households will have a traditional pay TV subscription. The total number of pay TV households will drop to 65.1 million, a 4.8% decrease from 2022.
Beyond the chart:
Looking ahead: The streaming landscape is changing, as streamers strike deals for live sports programming and introduce ad-supported tiers of membership. These factors create an increasingly enticing environment for disgruntled pay TV households to finally cut the cord.