Executive Summary

This is the latest installment in an ongoing series of quarterly video overviews focusing on monetization, audience, platforms and content. On the radar this quarter: Cord-cutting gains steam as pay TV operators terminate promotional prices.

How many people are quitting pay TV?

Between 2019 and 2023, US pay TV households will decline from 86.5 million to 72.7 million. During that same time, the combined number of cord-cutters and cord-nevers will increase from 40.2 million to 56.1 million.

Which digital video service is growing faster than previously anticipated?

In July 2019, we adjusted our forecast for Hulu monthly viewers in the US from 63.9 million to 75.8 million viewers.

What are the next major video streaming services to come out?

Disney+ and Apple TV+ will both launch in November.

How many digital video viewers are in the US?

There will be 235.1 million US digital video viewers in 2019, which is an increase of 2.5% over last year.

Is TV advertising becoming more automated?

Yes. We forecast that $2.77 billion of US TV ads will be transacted programmatically this year, up 58.4% from 2018.

WHAT’S IN THIS REPORT? This report covers key events in the digital video industry based on data, trends and business activity in Q3 2019.

KEY STAT: By 2023, 56.1 million US households will be cord-cutters or cord-nevers, while pay TV households will total 72.7 million.