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Thanks to a growing tide of subscription video-on-demand (SVOD) and linear over-the-top (OTT) services, the US pay TV market is evolving from an industry dominated by a handful of cable and satellite providers to a more complex ecosystem that also includes standalone streaming services, TV networks, aggregators and—potentially—social media companies. This report examines the business ramifications of this evolution in the nature of pay TV.
"The US adult digital video audience has been growing steadily at the expense of pay TV viewers, whose numbers continue to decline. These aren’t mutually exclusive groups, but they have been trending in opposite directions. If current trends persist, we will likely see a convergence point early next decade."
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US Adult Digital Video Viewers* vs. Adult Pay TV Viewers**, 2015-2020 (millions)
US Adults Who Have Pay TV vs. Subscription Video-on-Demand (SVOD) Services, Jan 2017 (% of respondents)
US Adult Pay TV Viewers and Nonviewers, by Type, 2015-2020 (millions and % change)
US Home Entertainment Rentals and Sales, by Format, 2015 & 2016 (millions and % change)
Number of US Original Scripted TV Series, by Service Provider, 2009-2016
US Internet Users Who Subscribe to Pay TV vs. Subscription Video-on-Demand (SVOD) Services, by Demographic, Sep 2016 (% of respondents in each group)
Share of Monthly Spending on TV/Video Services Among US TV/Video Viewers, by Type, June 2016 (% of total)
US Over-the-Top (OTT) Video Service Users, by Service Provider, 2015-2020
Subscription Video-on-Demand Services Used by US Consumers, Feb 2017 (% of respondents)
Ways in Which US Internet Users Have Watched Professional Live Sports, March 2017 (% of respondents)
Most CBS All Access Users Watch Current Content
Divining SVOD with Univision Now
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