Digital video has taken over the living room the same way it once took over mobile screens. As ad-supported tiers surge and free services gain ground, pay TV is losing relevance—even as digital pay TV trends upward.

OTT video—including YouTube, subscription OTT, AVOD, and free ad-supported streaming TV—is extremely popular in nearly all forms. But traditional pay TV continues to reach new lows.

Despite the rise of connected TV, over-the-air programming remains a vital part of the television ecosystem, engaging millions of viewers outside the scope of big data. Learn how comprehensive measurement strategies can ensure that every viewer counts, no matter how they choose to watch.

Here are five charts that reveal the scale and outlook for CTV from the perspective of its access points.

With most of the US already watching, growth in overall OTT viewership has slowed to a crawl. But some platforms, formats, and service tiers are still booming, and digital pay TV is complicating the linear TV narrative.

Ad-supported streaming and live sports are accelerating pay TV’s decline: The largest pay TV providers lost 5 million subscribers in 2023, while SVOD’s market share grew.

41.2% of virtual multichannel video programming distributor (vMVPD) viewers watch on YouTube TV, making it the most popular service of its kind.