Pay-TV Will Dip To 38% Of U.S. Homes By 2027 As Exodus Continues; Streamers Facing Saturated U.S. Market, “Tectonic” AVOD Shift – PwC Forecast

The firms latest forecast highlights challenges of traditional television and streaming through 2027.

June 19, 2023 · 1 min · 70 words · James Howard

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The transition is proving painful as streaming costs and red ink has ballooned.

Revenue from the OTT market will grow to $57 billion this year from $49 billion in 2022.

And it will hit $75.5 billion in 2027, PwC predicts.

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The biggest tectonic move continues to be the rise of ad-supported streaming.

The report also highlighted connected TVs, which PwC said will continue to reshape media.