Executive Summary

The TV and digital video industries are becoming more convoluted. Pay TV providers are focusing on more-profitable internet services, many companies are promoting live TV packages that are delivered online, video streaming services are proliferating, and advertisers are funneling money to mobile video.

How quickly are people dropping their cable and satellite subscriptions?

Between 2019 and 2023, we estimate, the number of US pay TV households will decline from 86.5 million to 72.7 million.

Are cord-cutters catching up to pay TV subscribers?

Yes, but they will still be outnumbered by pay TV subscribers in the next few years. By 2023, 56.1 million US households will be cord-cutters or cord-nevers.

Are linear over-the-top (OTT) services growing fast enough to replace the number of dropped pay TV services?

Not exactly. In 2019, an estimated 9.1 million US households will subscribe to a linear OTT package.

Is connected TV viewership increasing?

Connected TV viewership is increasing faster than we previously expected, so we adjusted our 2019 US connected TV forecast from 190.0 million monthly viewers to 195.1 million.

What are the most popular video platforms?

YouTube is watched by 84.2% of US digital video viewers. Netflix will be watched by 67.6% of US digital video viewers, and Hulu will garner 32.2%.

What companies are increasing their investments in video streaming?

NBCUniversal, AT&T, Apple, Disney and Quibi are all releasing new streaming services. The merger of Viacom and CBS could also affect the streaming landscape.

WHAT’S IN THIS REPORT? This report covers key events in the digital video industry in the US, based on our forecasts, third-party data, trends and business activity.

KEY STAT: The number of digital video viewers in the US will top 235 million in 2019, which represents 71.2% of the country’s population.