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EMARKETER
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Non-Pay TV Viewers
Overall
Total Pay TV Households
Total Pay TV Viewers
Non-Pay TV Households
Non-Pay TV Viewers
Over-The-Air TV Households
Over-The-Air TV Viewers
by Type
Traditional Pay TV Households
Traditional Pay TV Viewers
Adult Traditional Pay TV Viewers
Digital Pay TV Households
Digital Pay TV Viewers
Traditional Pay TV Households, by Type
Traditional Pay TV Households, by Type
Traditional Pay TV Household Penetration, by Type
Traditional Pay TV Household Share, by Type
Adult Traditional Pay TV Viewers, by Type
Adult Traditional Pay TV Viewers, by Type
Adult Traditional Pay TV Viewer Penetration, by Type
Adult Traditional Pay TV Viewer Share, by Type
Cord-Cutter/Never Households, by Type
Cord-Cutter/Never TV Households
Cord-Cutter Households
Cord-Never Households
Cord-Cutters/Nevers, by Type
Cord-Cutters/Nevers
Adult Cord-Cutters/Nevers
Adult Cord-Cutters
Adult Cord-Nevers
Digital Pay TV Providers
Hulu + Live TV Viewers
Sling TV Viewers
YouTube TV Viewers
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Source & Notes
Data Table
Source: EMARKETER Forecast- November 2025 
Note: individuals of any age without a subscription to a traditional or digital (vMVPD) pay TV service
Additional Note: Traditional pay TV services include cable, satellite, telecom and fiber operators, multiple system operators (MSOs), multichannel video programming distributors (MVPDs), and major TV broadcast and cable networks. vMVPD households are those with a subscription to internet-delivered live TV services (e.g., Hulu + Live TV, Sling TV, YouTube TV).
Methodology: Estimates are based on the analysis of survey and web traffic data from research firms and regulatory agencies, historical trends, reported subscriber numbers of major pay TV providers, and country-specific demographic and socioeconomic factors.
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