Pay-TV Markets, Q3 2025: developments and outlook

Pay-TV markets are seeing an unprecedented evolution, driven by technology investments, shifting consumer behaviour and competition (including from OTT players). 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 or how OTT competition will impact the adoption of traditional pay TV. Our datasets, available in a detailed Excel file, provide granular operator-level data, in a similar format to our existing mobile market coverage, with quarterly data available from Q1 2010. Our pay-TV data extends to 37 of the largest markets globally across a wide range of reported metrics, including connections, technology splits, bundling and financials.

We provide market-level outlooks, via forecasts until 2030, of key technologies and historical modelled connections estimates at an operator level for each market. A key input to this is our fixed product tracker, also available in Excel, which records the launch of fixed technologies and bundled product offerings at an operator level, for each of the markets we cover.