LRG: 60 Percent of U.S. Households Subscribe to Both SVOD & Pay TV


New research from Leichtman Research Group (LRG) has found that 60 percent of U.S. TV households have both a pay-TV service and at least one SVOD service.

The research—part of the Pay-TV in the U.S. 2020 report—reveals that 20 percent of TV households have an SVOD service but not pay-TV, 14 percent only have a pay-TV service, and 6 percent have neither pay-TV nor SVOD.

Among traditional pay-TV subscribers (cable, satellite or telco), 79 percent have an SVOD service, and 96 percent of those getting live pay-TV from an internet-delivered vMVPD also have an SVOD service. Comparatively, 76 percent of pay-TV non-subscribers have an SVOD service.

The report also finds that 74 percent of TV households in the U.S. get a live pay-TV service (via a cable, DBS, telco or internet-delivered vMVPD), compared to 85 percent in 2015, 88 percent in 2010 and 82 percent in 2005.

“Traditional pay-TV services from cable, satellite, and Telco providers are now in less than two-thirds of U.S households, while an increasing number of households are opting to get live pay-TV from Internet-delivered vMVPD services,” said Bruce Leichtman, president and principal analyst for Leichtman Research Group. “Consumers continue to choose the video services that best fit their households’ needs. For 60% of households, this includes both pay-TV and SVOD services.”