Pay-TV Will Dip To 38% Of U.S. Homes By 2027 As Exodus Continues; Streamers Facing Saturated U.S. Market, “Tectonic” AVOD Shift – PwC Forecast

deadline.com:

By 2027, the U.S. television industry will see $30 billion less annually from traditional subscription and advertising revenue than it did a decade earlier amid ongoing cord cutting, according to a new forecast by PwC published today.

The rate of subscriber decline in the traditional TV bundle hit a milestone in the third quarter of 2022, when the number of pay-TV households fell below half the total number of U.S homes for the first time.

By 2027, the firm’s Global Entertainment & Media Outlook 2023-2027 (which also broke U.S. numbers separately) predicted, millions more U.S.

homes will have walked away, reducing total penetration to 49.9 million — down from almost 100 million as recently as 2016 — which means pay-TV will be present in just 38% of total U.S.