The global pay-TV market reached over 900 million subscribers in Q1 2015, representing a penetration rate of 48 percent, according to data from ABI Research. The report expects half of all households worldwide to have access to pay-TV services by 2017, equal to one billion subscribers. ARPU continues to decline across the various platforms in many markets as pay-TV service providers face increasing competition from alternative platforms such as OTT. Many operators have added OTT, multi-screen services, and on demand services in order to compete with OTT service providers. These services have contributed additional revenue to pay-TV operators as well as maintaining customer loyalty.

Competition is higher in more mature markets such as North America and Western Europe where pay-TV penetration is as high as 60-80 percent of homes. As broadband infrastructure development speeds up in Asia-Pacific, OTT players are starting to target the APAC market. ABI expects the global pay-TV market to reach 1.1 billion subscribers, generating USD 307.5 billion in service revenue by 2020. The pay-TV market in Asia-Pacific is expected to grow at a CAGR of 5 percent, generating USD 79.4 billion in 2020.