Pay TV services are declining in the US, according to a new study by IHS Markit.
1.8 million subscribers cancelled their cable TV packages in 2015, with a further 1.3 million being shed in 2016.
The losses have been attributed to the continued increase of pay TV’s ARPU, which reached $92 in 2016, and the viability of services like Netflix as an alternative to cable.
IHS estimates that another 3.9 million pay TV subscribers will cancel their package by 2021.
The report also predicts that the lost revenue will lead to major changes in the pay TV industry, a reduction in content creation and channel closure.
