New forecasts from GlobalData suggest that the decline of traditional pay TV video services is only going to get worse, with only 32% of U.S. homes having one in 2028. That marks a further decline from the 42% penetration rate in 2023 and a steep decline from 2009 and 2010 when pay TV penetration exceeded 85%.
The GlobalData study explained that the subscription declines reflected the fact that more viewers will be cutting the cord and shifting over to over-the-top (OTT) streaming services.
