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State of the Screens

Cord-Cutting Continues To Trim Cable Revenue

By November 24, 2021November 29th, 2021No Comments

2021-11-24_15-48-33

QoQ change in pay-TV subscribers:
1)
 Traditional pay-TV – ↓ 1.3M
2) 
Streaming pay-TV – ↑ 680K
3) Total pay-TV – ↓ 597K

Total pay-TV subscriptions (YoY growth):
1) 
2018-Q3 – 92.6M
2) 2019-Q3 – 89.7M (↓ 3%)
3)
2020-Q3 – 82.9M (↓ 8%)
4)
2021-Q3 – 81.3M (↓ 2%)

Traditional pay-TV subscriptions (YoY growth):
1) 
2018-Q3 – 86.1M
2) 2019-Q3 – 81.0M (↓ 6%)
3)
2020-Q3 – 74.9M ( 8%)
4) 2021-Q3 – 69.5M ( 7%)

Streaming pay-TV subscriptions (YoY growth):
1) 
2018-Q3 – 6.5M
2) 2019-Q3 – 8.7M (↑ 33%)
3)
2020-Q3 – 8.0M ( 8%)
4) 2021-Q3 – 11.8M (↑ 48%)


U.S. pay-TV revenue from subscriptions (% change) according to Kagan:
1) 2016 – $117B
2) 2021 – $91B ( 22%)
3) 2025 – $65B ( 29%)

Interesting: Pay-TV subscriptions are declining in the U.S. but growing globally.
Global pay-TV subscriptions (% change) according to Kagan:
1) 2020 – 1.05B
2) 2021 – 1.10B (↑ 5%)
3) 2025 – 1.15B (↑ 5%)

Global pay-TV revenue from subscriptions (YoY growth):
1) 2020 – $198.1B
2) 2021 – $191.2B ( 4%)

Total broadband subscriptions (YoY growth):
1) 2020-Q3 – 104.9M
2)
2021-Q3 – 107.9M (↑ 3%)

Average broadband (gigabytes) consumed per household (YoY growth) according to OpenVault:
1) 2013 – 38
2) 2014 – 49 (↑ 30%)
3) 2015 – 82 (↑ 68%)
4) 2016 – 112 (↑ 36%)
5) 2017 – 171 (↑ 53%)
6) 2018 – 203 (↑ 19%)
7) 2019 – 270 (↑ 33%)
8) 2020 – 344 (↑ 27%)
9) 2021P – 483 (↑ 40%)

Wow: AT&T expects broadband use to increase 5X between 2020 and 2025.

PSA: 82M Americans lack access to broadband, including 40% with only a high school education.

More: How Pay TV Ends

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.