![]() According to Hub’s data, live programming, sports and news are the primary draws (45%) for those that opt to start TV from their MVPD set-top box.Īnd as Tammy Parker, principal analyst at GlobalData, noted separately, sports has been seen as a stalwart underpinning of traditional pay TV services, but that too is changing. (It’s worth noting that GlobalData doesn’t include virtual MVPDs such as YouTube TV, Hulu Live TV, and Sling TV – which offer cable-like channel lineups in their live TV subscriptions but are delivered over the internet - in its pay TV figures.) Impact of live TV and sportsĪnother factor to consider is the impact of live news and sports on viewers’ default TV source. pay TV subscriptions are expected to fall below 50 million, per GlobalData, as AVOD, FAST, virtual MVPDs and SVODs win viewers’ attention. pay TV household penetration is expected to be 42% in 2023 – and while that’s still quite sizable, it reflects a stark decline from 2009-2010 when penetration was above 85% – and is anticipated to decline further to 32% in 2028. cable and satellite pay TV services are poised to see continued subscriber declines amid a continued shift to streaming services, further complicated by of a generation of younger viewers who may never take up traditional pay TV services in the first place.Īccording to the firm’s latest report, U.S. ![]() ![]() Separate research from GlobalData, released Wednesday, also finds that U.S. ![]()
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