Inscape Data: Consumers Continue to Quit Cable/Satellite

Inscape’s Q4 2023 TV Market Trends report, based on linear and streaming audience data from over 22 million opted-in smart TVs, reveals that U.S. households continue to quit cable and satellite: 6.5% of U.S. cable/satellite households quit viewing on those inputs in Q4 2023, up from 4% in Q4 2022.

• U.S. households who have sharply reduced their cable/satellite viewing time (but have not fully quit), were more prevalent than full quitters in Q4 2023. 
• Looking at U.S. cable/satellite households, 15% reduced their cable/satellite viewing by 75% or more from Q4 2022 to Q4 2023 (to account for viewing seasonality), but didn’t fully quit. 
• Additionally, 11.8% of U.S. cable/satellite households had a drop of 50-75% in cable/satellite viewing time in Q4 2023 from Q4 2022.