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According to the Standard Media Index, Broadcast TV ad revenue fell by 19% in March to USD 1.16 billion and Cable TV dropped by 10.9% to USD 2.4 billion, with the cancellation of live sports programming as the main reason.

The Convergence Research Group estimates that 42% of the consumers will stop paying for traditional TV services this year, and the number will rise to 54% by 2022. Streaming video has obtained a third of cable numbers, with 29% in revenue.

64% of US households have either cut the cord with cable TV, are planning to, or have never used it at all. The longer live sports events are cancelled, the more consumers will cut ties with cable TV, with 11% planning to end their services by the end of 2020. Individuals between 18-34-years old are the trend-setters for the new digital model of TV consumption.

Analysts predict that high unemployment rates, as well as sports league and TV show production postponements and cancellations will dim the value of pay-TV compared to alternatives and cause an increase in cable-cutting.

33% of respondents to a survey conducted by killlthecablebill.com said they would cancel their TV service if the NFL season is postponed as a result of the COVID-19 outbreak. Pay-TV providers predicted that the U.S pay-TV industry could lose another 6.2 million video subscribers in 2020.