Number of pay TV households in the U.S. 2013-2026

Forecast data from February 2022 indicates that the number of pay TV households in the United States will stand at around 68.5 million by the end of the year. This figure will likely drop further over the next few years and amount to less than 60 million by 2026.

Pay TV is fighting an uphill battle

The United States is the largest pay TV market worldwide based on revenue. 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, around 53 percent of TV households in the country never had a cable subscription or will have cut the cord by the end of 2022.

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 2021, U.S. pay TV providers suffered a combined net subscriber loss of around 4.7 million viewers and a revenue drop of nearly six billion U.S. dollars. This downward trend also extends to Comcast Corporation and AT&T – the largest pay TV providers in the U.S. based on subscribers. Both companies 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.