Pay-TV decline shows signs of plateauing DetailsJoseph O'Halloran | 09 February 2019 Research from Parks Associates has found that the continued decline in US pay-TV subscriptions, due largely to increasing consumer choice from OTT services, may be slowing down.The research found that while US households without pay-TV service subscriptions increased from 13% in Q3 2012 to 23% in Q3 2017, this number dipped to 20% in Q3 2018.Parks calculates that 70% of U.S. broadband households now subscribe to at least one OTT service. It adds that MVPDs may rejoice that pay-TV decline is showing early signs of plateauing and that the 80% adoption may be a stable adoption rate plateau for a few years.In its study, the analyst advised operators, whether traditional or online, that to be successful going forward they must fully understand consumer activity, values, and motivation related to adoption and use of their services. It adds that that service providers will need to add features and online offerings to keep pace and maximise retention.