Fixed broadband and pay TV: future outlook at a glance
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Fixed broadband and pay TV: future outlook at a glance
Many developed markets around the world have now reached 90–100% fixed broadband household penetration. As growth in fixed broadband connections inevitably slows, the focus will shift to speed upgrades and connecting rural areas, where various options need to be considered (i.e. DSL, fibre, cable, 5G fixed wireless access (FWA) and satellite). It remains uncertain if 5G FWA’s impact on the fixed broadband market will be marginal or substantive, but this will become clearer as more rollouts occur.
OTTs threaten traditional pay TV, but the impact varies by country. Cord cutting has hit the US the hardest, a market where pay-TV subscriptions have declined since 2013. In Europe, cord cutting has, in general, been less noticeable. We forecast that traditional pay-TV penetration will decline in four markets between 2019 and 2025, while the remaining markets will experience only slow growth.
This report looks at current and future trends in the fixed and pay-TV markets, globally and in major countries, calling out key drivers and operator initiatives. The accompanying workbook includes granular data on market-level connections’ forecasts across 20 countries. The dataset covers fixed voice, fixed broadband and traditional pay TV.
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Fixed broadband and pay TV: future outlook at a glance
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Learn moreRelated research
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Fixed markets continue to evolve around the world, with technology investments, competition, M&A and shifting consumer behaviour being major drivers. This quarterly series outlines the latest market developments and the key trends to watch, charting the period to 2030. The report also provides comprehensive cross-country comparisons at your fingertips, allowing you to identify which markets or technologies will grow the most.
Pay-TV Markets, Q4 2025: developments and outlook
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Fixed broadband: the new market trends and commercial strategies shaping competition and service adoption
This report examines the major shifts reshaping fixed broadband, combining market analysis with a detailed review of operator propositions across eight countries. Growth dynamics are evolving, with mature markets approaching saturation and customer loyalty becoming harder to secure. Fibre continues to consolidate its position as the most important access technology, driven by ongoing migration from legacy networks and widening coverage through greenfield deployments. 5G FWA is also gaining traction, particularly where fixed deployment is constrained or too costly, and is increasingly being used for temporary, secondary or back-up connectivity.
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