US pay-TV spending levels off | Media Analysis | Business
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Consumer research from Leichtman Research Group (LRG) has found that three-quarters of US TV households nationwide subscribe to some form of live cable, satellite, telco or online pay-TV service, revealing a worrying nine percentage fall since 2014.
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The Pay-TV in the U.S. 2019 report was based on a survey of 1,115 US households and also found that 83% of adults ages 45+ have a pay-TV service, compared with 64% of those aged 18-44.

The study found that mean reported spending on pay-TV service among subscribers was $109.60 per month, an increase of about 6% since 2016. Including non-subscribers, mean spending on pay-TV across all households is about $80 per month, a figure that is slightly lower than the per household spending in 2015.

LRG also discovered that 60% of pay-TV subscribers have a bundle of services from a provider, down seven points since 2014, and only 47% of all TV sets in use have a pay-TV providers’ set-top box. This marked the first year since 2010 that set-tops have been connected to less than half of all TVs. Just over half (54%) of TV households said that they have both a pay-TV service and an SVOD service. Just over a fifth (21%) only have a pay-TV service, and 20% only have an SVOD service, and about 5% have neither pay-TV nor SVOD.

“Three-quarters of households that use a TV currently subscribe to a pay-TV service. This is similar to the total receiving an SVOD service,” said Bruce Leichtman, president and principal analyst for Leichtman Research Group, commenting on the research. “With more options for watching live and on-demand video, consumers are increasingly choosing to cobble together the services that meet the viewing and economic needs of their household.”