Source: Leichtman Research Group (LRG)
Notes: Some 84% of US households subscribe to a form of pay-TV service, down from a peak of 89% in 2010, per LRG, with the penetration rate decline mostly attributed to an increase in occupied housing with no concurrent increase in the number of pay-TV subscribers, which has remained relatively flat. Notably, the percentage of non-subscribers citing the internet or Netflix as their main reason for not subscribing has grown from 3% in 2009 to 11% this year. Meanwhile, non-subscriber rates are higher than average among TV households with annual incomes less than $50,000 (22%) and among those who have moved in the past year (22%).
Related: [Debrief] TV in Context: Viewing Trends, Ad Spending, and Purchase Influence
About the Data: The data is based on a telephone survey of 1,260 households from throughout the US.