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State of the Screens

Is Cord Cutting Still All the Rage?

By March 24, 2022No Comments

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YoY change in pay-TV subscribers:
1)
 Traditional pay-TV – ↓ 5.5M
2) 
Streaming pay-TV – ↑ 538K
3) Total pay-TV – ↓ 4.9M

Total pay-TV subscriptions (YoY growth):
1) 
2018 – 92.3M
2) 
2019 – 89.1M (↓ 4%)
3) 2020 – 85.6M (↓ 4%)
4) 2021 – 80.7M (↓ 6%)

Traditional pay-TV subscriptions (YoY growth):
1) 
2018 – 85.1M
2) 
2019 – 79.5M (↓ 7%)
3) 2020 – 73.6M (↓ 7%)
4) 2021 – 68.2M (↓ 7%)

Streaming pay-TV subscriptions (YoY growth):
1) 
2018 – 7.2M
2) 
2019 – 9.6M (↑ 33%)
3) 2020 – 12.0M (↑ 25%)
4) 2021 – 12.5M (↑ 4%)

Total broadband subscriptions (YoY growth):
1) 2019 – 101.2M
2) 
2020 – 105.8M (↑ 5%)
3) 2021 – 108.4M (↑ 2%)

Big question: How important are news and sports to pay-TV subscribers?

Quick answer: Roughly 2/3 of pay-TV subscribers are regular sports and news viewers.

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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.