What’s the Skinny on vMVPDs?

How Digital Pay TV Will Disrupt Cord-Cutting

Report by Ross Benes  | Jan 26, 2024
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Executive Summary
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Table of Contents
Executive Summary
Cord-cutters have won the viewership battle
YouTube TV pulled ahead of the competition
Sources
Media Gallery
About This Report
Digital pay TV services are slowing cord-cutting. But the rate at which they replace traditional TV defectors is decelerating.
Topics
Pay TV
United States
Table of Contents
Executive Summary
Cord-cutters have won the viewership battle
YouTube TV pulled ahead of the competition
Sources
Media Gallery

Digital pay TV accounts for a growing share of total pay TV viewers. These services reach younger viewers and have advanced data capabilities compared with traditional pay TV providers. They will also shake up linear TV subscription and advertising revenue allocations.

Key Question: Who stands out in the digital pay TV market?

Key Stat: YouTube TV and Hulu + Live TV will account for more than two-thirds of digital pay TV viewers in 2024.

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Table of Contents

  1. Executive Summary
  2. Cord-cutters have won the viewership battle
  1. YouTube TV pulled ahead of the competition
  2. Sources
  1. Media Gallery

Charts in This Report

US Traditional Pay TV vs. Non-Pay TV Viewers, 2017-2027 (millions)US Pay TV/vMVPD vs. Non-Pay TV/vMVPD Households, 2019-2027 (millions)

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authors

Ross Benes

Contributors

Zach Goldner
Forecasting Analyst
Paul Verna
Principal Analyst
Max Willens
Senior Analyst