The Olympics slowed down the decline in traditional pay TV with a portion of them moving to vMVPD.
Despite the best Olympics experience being available only via the big TV channel bundle, cord-cutting in the cable, satellite, and telco TV market increase in the US in Q1 of 2021 and dropped in Q2. While 74.3 million homes have traditional pay TV, the medium lost 1.3 million subscribers in Q2 2021.
Currently, cable, satellite, or telco TV service is present in 58.8% of the 126 million inhabited US homes. However, with operators like Comcast providing viewers with the best Olympic experience, the rate of cord-cutting could’ve slowed down.
vMPVD subscriptions may have grown in July and August, but the new subscribers are unlikely to continue once the Games are over. Currently, 81.7 million homes have access to big bundle TV channels in Q2 2021.
[3 minute read]