According to research by eMarketer, by the end of 2023, less than half of U.S. households will have a traditional pay-TV subscription, down 4.8% from 2022. trend towards the decline of pay TV observed for several years now. Between 2016 and 2021, pay TV lost more than 50 million US adult viewers (i.e. 25.5 million US households), with a record drop in 2020 (-7.7%).
vMVPDs (virtual multi-channel video program distributors), such as Hulu + Live TV or YouTube TV will benefit greatly from this drop in traditional pay TV in the United States. According to eMarketer, 15 million households will subscribe to a vMVPD by the end of 2022 (i.e. +7.6% compared to 2021).
And in France?
According to a study carried out by the Harris Institute, 66% of French people subscribed to a pay TV offer in 2021 (i.e. 2 out of 3 French people). A boom partly due to the success of streaming platforms during the health crisis and its multiple confinements in 2020. 23% of French people questioned as part of the study declared that they had subscribed to a pay TV offer during the confinement. It should be noted, however, that thanks to the strong complementarity of streaming and pay channels in France, this growth is not to the detriment of traditional pay TV offers (Canal+ offers, OCS, thematic packages from Telecom operators): 38% of subscribers to a subscription video platform say they are also subscribers to a traditional pay-TV offer (ie +2 points over one year).
Stephanie Silo
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