Contradictory to what some prognosticators have said Cord Cutting has not slowed. In Q3 2022 it accelerated. In Q3 2022 traditional linear pay TV/ Cable lose 1.95 million customers. vMVPD ( Virtual cable companies like Sling FUBO & Hulu) added 1.29 million customers.

Traditional Cable/Pay TV penetration falls to the lowest level since 1993. Traditional Cable is penetration in the US is around 50% and falling to below 50% in 2023 according to eMarketer.

US Households will continue to cut the cord, there is no end in sight. According to eMarketer the free fall of US households subscribing to a legacy / Cable service is expected to hit only a 42.4% penetration level in 2026.

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