Pay-TV penetration has stabilized after years of decline, holding at 57% of all U.S. households and in the low-to-mid 50% range among internet households, even as SVOD adoption exceeds 90% and the average subscription TV household now takes more than six video services across pay TV and streaming.
Consumers are managing these larger portfolios without materially increasing overall entertainment spending, intensifying competition for wallet share, according to Parks Associates. “Consumers still value live sports, news, and events, but they increasingly reject the traditional large-channel bundle,” said Michael Goodman, Director, Entertainment Research, Parks Associates.