As Streaming Surges, Pay TV Revenue to Plummet $42B by 2029

According to Caretta Research, the global pay TV and traditional broadcasting industry is projected to lose $42 billion in revenue between 2024 and 2029, while streaming services are expected to gain $93 billion, a 41% increase, by the decade’s end. 

This shift underscores the rapid transition from traditional TV to streaming platforms.

The report highlights a decline in traditional TV household penetration alongside rising broadband adoption, urging broadcasters to prioritize streaming strategies. 

“Both broadcast and streaming present significant opportunities over the next five years,” said Dan Simmons, research director at Caretta Research.  “Successful strategies must target both audiences.” 

He pointed to recent content-sharing and cross-promotion deals, such as those between ITV and Disney, and TF1 and Netflix, as examples of broadcasters and streamers collaborating to expand reach. These partnerships, however, intensify pressure on pay TV operators’ traditional role as content aggregators.

Simmons noted that technology vendors must move beyond basic streaming solutions. “To succeed, vendors need to deliver efficient tools that help media companies navigate the operational, technical, and contractual complexities of distributing content across diverse partners and platforms to maximize audiences,” he said.