While streaming penetration in the U.S. keeps growing, this doesn’t mean cord-cutting is rising as well, according to a new survey.Streaming services as a share of U.S.
homes are now at 82% in the fourth quarter of 2022 -- up from 81% in the third quarter, according to research from HarrisX and MoffettNathanson Research, vs. 79% in the year-ago fourth-quarter
period.Pay TV subscribers dropped 6.2% in the third quarter of 2022, compared to 5.2% decline in the third quarter of 2021.
“Streaming penetration reaching maturity in the low 80% range implies newer cord cutters are not necessarily new potential streamers,” the report’s authors say.
“Rather new cord-cutters are more lIkely existing streamers that were allowing many media companies to double-dip from both streaming and traditional pay tv
subscriptions.”
Streamers without pay TV service now comprise 44% of U.S. TV homes in the fourth quarter of 2022 -- up from 42% in the previous third-quarter
period.
The study also says that 38% of streaming homes are those with a pay TV service (down from 39% in the previous quarter) with 18% share comprised of non-streamers (19% in
the previous quarter). This data for pay TV excludes virtual pay TV services.
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