Summary
The pay-TV category is a nearly fully penetrated market, reaching 82% of US households today. With little room to increase the market, cable, satellite, and telecom TV providers are fighting an intense battle for market share. Forrester expects telecom TV providers to lead the way, while cable loses share and satellite holds onto its base. However, all of the pay-TV technology providers should be concerned about competing not only with each other but also with over-the-top (OTT) TV solutions, which will begin to eat into the category over the next five years.
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