ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

The big answers: EMARKETER Daily quiz

Article |
 Aug 27, 2025

Google's AI summaries lead to far fewer clicks

Article |
 Aug 27, 2025

Google Cloud is developing its own blockchain

Article |
 Aug 27, 2025

Shoppers trust genAI more than brand websites for purchase advice

Article |
 Aug 26, 2025

As Amazon’s Rufus gets its paws on publisher data, here’s how retailers should respond

Article |
 Aug 26, 2025

YouTube TV risks engagement dip as Fox standoff escalates

Article |
 Aug 26, 2025

Eli Lilly moves to file for approval of GLP-1 weight loss pill

Article |
 Aug 26, 2025

Gen Zers are committed to saving money but using the wrong products to get there

Article |
 Aug 26, 2025

Multiple signs of credit stress mean banks must have a plan to intervene

Article |
 Aug 26, 2025

Google Translate evolves from utility app to engagement platform

Article |
 Aug 26, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

Most US Households Won’t Have a Pay TV Subscription by 2024

Article by Alicia Phaneuf  |  Oct 8, 2020
Download
Most US Households Won’t Have a Pay TV Subscription by 2024
Share
Topics
Pay TV
United States

The pandemic created a perfect storm to accelerate cord-cutting: Consumers tightened their wallets, live sporting events were canceled or postponed, and pay TV providers cut back on promotional pricing to sustain profitability. We expect the number of US pay TV households to decline by 7.5% to 77.6 million this year.

US Pay TV vs. Non-Pay-TV Households, 2016-2024 (millions)
E-Mail ChartDownload

Comparatively, non-pay-TV households, which include cord-cutters and cord-nevers, will increase from 44.6 million in 2019 to 51.7 million this year. This trend will continue throughout our forecast period; by 2024, cord-cutters and cord-nevers will outnumber pay TV subscribers.

Read More:

eMarketer and Business Insider Intelligence have joined forces to become the leading research company focused on digital transformation. For more insights and key statistics on the biggest trends in today's most disruptive industries, subscribe to Chart of the Day.

You've read 0 of 2 free articles this month.

Create an account for uninterrupted access to select articles.
Create a Free Account