Parks Associates forecasts that average monthly household spending on subscription TV and video will continue to rise, driven mainly by price increases.
The US subscription television and video market will continue to grow steadily over the coming years, albeit at a moderate pace, according to the new Subscription Video Forecast: 2025–2030 report published by Parks Associates. The study projects that total subscription TV and video revenues will increase from USD 186.5 billion in 2025 to USD 190.7 billion in 2030.
The report provides a detailed outlook on the evolution of the US audiovisual ecosystem, characterized by an increasingly mature yet resilient market.
Parks Associates estimates that the total number of TV and video subscriptions will grow from 719 million in 2025 to 765 million in 2030, driven mainly by the consolidation of streaming as the core of the business and by shifting consumer habits.
One of the key factors highlighted in the report is the continued migration of consumers toward streaming platforms, alongside the rapid expansion of ad-supported plans. This trend is occurring in parallel with the sustained contraction of traditional pay-TV services, which continue to lose share within the overall market.
In terms of spending, the study anticipates that average monthly household outlays on subscription TV and video will keep rising. After standing at USD 101.25 in 2020, spending is expected to peak at USD 122.74 in 2028, driven primarily by price increases, before edging slightly down to USD 122.04 in 2030.
This trajectory is based on the assumption that consumers will remain willing to pay more for premium content, bundled services, and combinations of multiple subscriptions.
According to Michael Goodman, Director of Research at Parks Associates, growth in the sector is no longer driven by adding new households, but by maximizing the value of existing users.
He notes that consumers are subscribing to more services, choosing ad-supported plans, and demanding greater flexibility, resulting in a stable yet deeply transformed market, where streaming acts as the economic engine and pay TV is relegated to a smaller, more specialized segment.
The report combines Parks Associates’ proprietary research with a multi-layer quantitative model that analyzes trends in TV and streaming subscriptions, household SVOD adoption, growth of ad-supported plans, declines in pay-TV subscribers and revenues, and shifts in consumer perceptions of value.
This approach enables projections of both subscriber numbers and revenues while accounting for structural changes in audience behavior and provider strategies.
Parks Associates presented these findings during the eighth annual Future of Video: Business of Streaming event, which also featured research conducted in collaboration with companies such as Philo, InterDigital, Skreens, Adeia, Broadpeak, and Sling TV.
