SVOD Honeymoon Over? Penetration Down Despite Rise In Streaming-Only Viewers

Just half (51%) of U.S. TV content viewers currently subscribe to a traditional cable/satellite service, while nearly four in 10 (37%) now rely solely on streaming, according to a new report from Horowitz Research.

Pay-TV subscription penetration is down from 63% in the same survey in 2021, and 81% in …

1 comment about "SVOD Honeymoon Over? Penetration Down Despite Rise In Streaming-Only Viewers".
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  1. Ed Papazian from Media Dynamics Inc, April 28, 2022 at 8:44 a.m.

    Karlene, according to the Horowitz chart, 51% of its respondents use "pay TV" while another 21% get over-the-air TV reception ( Nilesen estimates a somewhat lower OTA percentage ) Which means that according to this study 72% get traditional TV via "pay TV" or OTA. Therefore it's not possible that 37% only use SVOD to get their TV. I assume that the 37% figure is based only on those paying for either SVOD or "pay TV" or both---but not the total sample.

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