Although the pay-TV industry is currently under self-examination regarding the "line-line" phenomenon, new data reveal that traditional cable TV subscriptions are far from becoming obsolete. In fact, they remain a dominant force in the U.S. television market.
According to a recent report by the U.S. Video Advertising Bureau (VAB), despite the growing popularity of streaming services, the percentage of U.S. households with a cable TV subscription has stayed steady at 83% over the past five years—covering around 98 million homes. Interestingly, even when households opt for streaming media services (OTT), most still choose to keep their cable TV subscriptions rather than cut them entirely.
Only 4% of U.S. television households rely solely on broadband services, and this is typically due to financial limitations rather than a preference for streaming content. In fact, 80% of people who either live in squatter situations or have never watched pay TV would choose an MVPD (multi-channel video program distributor) service if cost wasn’t a factor. Moreover, as younger generations like Millennials grow older and their incomes increase, many eventually become cable TV subscribers.
Sean Cunningham, president and CEO of VAB, noted: “The number of users turning to streaming services is increasing rapidly. There’s evidence that some prefer streaming as their primary choice over traditional TV. In fact, some video enthusiasts watch streaming content eight times longer than they do traditional TV. However, these numbers don’t fully reflect the current market dynamics.â€
He added, “The data presented in the VAB report is based on audited third-party transactions, ensuring its reliability. This allows both buyers and sellers to make informed decisions based on real-world figures, free from biased assumptions or wishful thinking about advertising technology.â€
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