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US Linear Addressable TV Households

Timeframe20182019202020212022
Linear addressable TV households (millions)Maximum of two rows can be charted.
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– % changeMaximum of two rows can be charted.
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– % of pay TV householdsMaximum of two rows can be charted.
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– % of total householdsMaximum of two rows can be charted.
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Source: eMarketer

Note: households with a subscription to traditional pay TV services and a set-top box that allows for Addressable TV advertising

Additional Note: Addressable TV includes targeted TV ads delivered on a home-by-home basis via cable and satellite boxes; includes video-on-demand (VOD); excludes connected TV, smart TV and over-the-top (OTT). Traditional pay TV services include cable, satellite, telco and fiber operators, multiple system operators (MSOs), multichannel video programming distributors (MVPDs), and major TV broadcast and cable networks.

Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and eMarketer interviews with executives at ad agencies, brands, media publishers and other industry leaders.

Comparative Estimates from Additional Sources:

Linear Addressable TV households, US, millions

Sources2016201720182019202020212022
eMarketer,May 2022
Magna Global,May 2018
FreeWheel,March 2019

Linear Addressable TV household growth, US

Sources2016201720182019202020212022
eMarketer,May 2022
Magna Global,May 2018
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