Pay-TV Penetration Likely Falling Below 50% This Year: nScreenMedia

Unless something stems the cord-cutting tide, traditional pay-TV penetration will fall below 50% before year end, nScreenMedia analyst Colin Dixon blogged Monday. In 2022, 51.6% of occupied homes were traditional pay-TV homes, down from 57.7% in 2021, he said. Traditional pay-TV penetration peaked in 2013 at 88.3%, he said. Virtual MVPDs are helping some homes maintain access to a big bundle of programming, but vMVPD gains are small compared with traditional MVPD losses, he said.