Source: eMarketer, August 2022
Note: pay TV households are those with a subscription to traditional pay TV services or IPTV services; excludes pure-play online video services (e.g. Netflix, YouTube, Disney+, Apple TV+, etc.); non-pay-TV households are those that have cancelled their subscription or have never had traditional pay TV or IPTV services
Additional Note: 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. Excludes households that exclusively pay for the UK's annual TV licensing fee for over-the-air TV channels without a supplemental traditional TV subscription.
Methodology: Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies, historical trends, reported subscriber numbers from major pay TV providers and country-specific demographic and socioeconomic factors.