• by Wayne Friedman , May 12, 2021

Although linear TV addressable revenue projections continue to show gains, the number of linear TV addressable homes is forecast to continue its declines, according to eMarketer.

The media research company estimates this year will see a 4.7% decline in addressable TV homes to 57.6 million.

In 2020, addressable TV homes fell 6.3% to 60.5 million.

Analysis says cord-cutting from traditional pay TV providers -- cable, satellite, telco, and virtual -- is a major reason.

eMarketer defines linear addressable TV homes with cable and satellite TV set-top boxes. It includes video-on-demand inventory from this system and does not include connected TV, smart TV, or OTT platforms.

Linear addressable TV revenue -- coming from targeted home-by-home TV ads -- is estimated to grow 33% this year to $2.85 billion; 27.4% to $3.6 billion in 2022; and 16.2% to $4.2 billion in 2023.

This addressable TV revenue is estimated to maintain a single-digit percentage share of all overall TV ad spending -- 4.3% this year; 5.3% (2022); and 6.3% (2023).