Pay-TV in the U.S. 2023
Table of Contents
Objectives/Overview/Methodology …………………………………………………

2-4

Pay-TV Landscape
Key Findings and Trends ………………………………………………………...
Overview of Results ………………………………………………………………

5-7
8-31

Pay-TV Subscriptions Nationwide
Pay-TV Penetration Compared to Previous Years
Market Share by Category Compared to Previous Years
Distribution of Pay-TV Services by Age
Distribution of Services by Income
Distribution of Services by Location, and Housing
Non-Subscribers’ Most Recent Pay-TV Subscription
Top Reasons for Not Subscribing to a Pay-TV service
Non-Subscriber Trends by Income, Age, and Other Demographics
Non-Subscribers’ Planning to Subscribe Again Compared to Previous Years
Current Subscribers not Subscribing over the Past Two Years
Demographic Comparisons of Pay-TV Subscribers and Non-Subscribers

Subscribers & Reasons to Subscribe
Key Findings and Trends ……………………………………………………….
Overview of Results ……………………………………………………………..

32-33
34-47

Main Decision-Maker in the Decision to Subscribe to a TV Service
Length of Time with Current Pay-TV Provider
Top Reasons for Getting Pay-TV ProviderRecent Disconnects – Current Services
Importance of Features in the Decision to Get TV Service Overall
Importance of Features in the Decision to Get TV Service Compared to Previous Years
Importance of Features in the Decision to Get TV Service by Subscription
Most Important Reasons to Get TV Service Overall
Most Important Reasons to Get TV Service by Video Subscription
Importance of Types of Programs in Decision to Get TV Service
Interest in Pay-TV Services with a Limited Number of Channels
Interest in the Ability to Skip TV Commercials
Interest in Sharing Log-in Passwords
Expect to Continue to Subscribe to Pay-TV in Three Years

Satisfaction, Spending, and Likelihood to Switch
Key Findings and Trends ………………………………………………………. 48-49
Overview of Results ……………………………………………………............. 50-66
Satisfaction with Pay-TV Provider
Subscribers’ Ratings of Provider by Category
Ratings of Providers Compared to Previous Years
Net Promoter Scores
Customer Contacts to Solve Problems and First Call Resolution of Problems
Pay-TV Subscriber Spending Compared to Previous Years
Spending on TV Service by Income
Household Spending Compared to Previous Years
How Subscribers Save Money Compared to Prior Years
Pay-TV Subscribers’ Likelihood to SwitchMost Common Reasons for Potentially Switching Pay-TV Service
Pay-TV Subscribers’ Likelihood to Disconnect
Subscribers with Contract Agreements© Copyright, 2023, Leichtman Research Group, Inc. All Rights ReservedPay-TV in the U.S. 2023
Premiums & SVOD Services
Key Findings and Trends ……………………………………………………….
Overview of Results ……………………………………………………............

6768-77

Premium Subscriptions among Pay-TV Subscribers
Premium Subscriptions by Income
Subscriptions by Premium Provider
Disconnecting, Downgrading and Adding Premium Services
Netflix Subscriptions Compared to Previous Years
Amazon Prime and Hulu Subscriptions Compared to Previous Years
Subscriptions to SVOD Services Overall
Distribution of Pay-TV and SVOD Services
Sharing of Video Services
Usage of Ad-Supported Streaming Services

TVs, Watching TV, and Related Services
Key Findings and Trends ……………………………………………………….
Overview of Results ……………………………………………………............

78-79
80-95

Number of TV Sets Used in the HomeTV Sets Connected to a Set-Top Box, or Not Receiving Pay-TV Programming
Households with an Over-the-Air TV Antenna, and OTA-Only Households
Must Have Networks and Genres as Part of a TV Service
Most Frequently Viewed Genres of Programming
Usage of TV Everywhere and on-DemandConsumers Currently in Bundles by Pay-TV Subscription
Online Subscriptions by Pay-TV Service
Moved in the Past Year
Expecting to Move in the Next Year
Various Products and Services in the Home by Pay-TV Service
Products and Services in the Home Compared to Previous Years
Impact of Changes in the Economy

Summary and Implications ………………………………………………..…… 96-97© Copyright, 2023, Leichtman Research Group, Inc. All Rights Reserved