The number of consumers shelling out money for traditional pay TV subscriptions is falling with only 60% of U.S. households holding on to their subscription in 2021. New data from Digital TV Research shows that pay TV penetration will fall below 50% of all U.S. households by the year 2026. By comparison, traditional cable subscriptions held a grip on 91% of households back in 2010.
Thanks to cord cutting, households without cable subscriptions will rise 72.86 million in 2027, up from just 11.34 million in 2010.
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The research forecasts just 60 million pay TV subscribers by 2027, down from its peak year of 2010 with 105 million subscribers. Pay TV saw a rapid decline in subscribers, losing 6 million each year from 2019-2021, although that pace is predicted to slow down.