Cable, satellite, and telco pay TV providers are all forecast to sink by around 1% for each of the next several years -- 0.7% in 2017 to 98.7 million; 1.1% in 2018 (97.6 million); 1.4% in 2019 (96.3 million); and 1.3% in 2020 (95.0 million), according to eMarketer.
The media research company projects that 1.7 million subscribers will cut cable/satellite/telco services in 2017. On average, those traditional cable/satellite/telco TV homes will reach 201.8 million U.S. adults in 2017, with 175.4 million viewing digital video.
The gap will close in three years -- with 193.7 million adult viewers for traditional pay TV providers and 186.7 million for digital media.
While time spent with traditional linear TV will drop, it will maintain a strong lead over digital viewing -- four hours/1 minute a day versus 1 hour/12 minutes for digital.
This year, eMarketer expects total U.S. TV advertising to hit $72.72 billion, with digital video ad spending at $12.55 billion.