Pay-TV tumbles further as cord-stacking continues to grow
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Joseph O'Halloran
| 19 July 2019

Research from Ampere Analysis has confirmed the secular decline of pay-TV–only households across the globe while subscription video-on-demand–only and pay-TV/SVOD combinations are increasing.

The research showed that among those taking any subscription television service, a combination of pay-TV, premium channel and SVOD is the most common, followed by pay-TV and SVOD and SVOD-only.

The proportion of households combining pay-TV, premium channel and SVOD services was found to have increased four points in the last twelve months, as did the proportion of SVOD only households. Pay TV-only households were down four points.

Ampere also discovered that in most countries, SVOD/pay-TV was the most common service combination among internet users, although the proportions varied from 55% in Turkey to 14% in Japan. The exceptions were Australia, where SVOD and no pay-TV was most common; Italy, where SVOD and no pay-TV is now more common than a combination of both services; Japan, where SVOD and no pay-TV is most common by a considerable margin.

“While there are markets such as Australia, Italy and Japan where SVOD-only is becoming the norm, this data reinforces pay-TV's position in the market, and its continued importance to consumers in the viewing mix,” remarked Minal Modha, consumer research lead at Ampere Analysis.