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Linear Addressable TV Households
Households
by Location
by Transmission Method
Source: EMARKETER Forecast, April 2025 - January 2026
Note: households with a subscription to a traditional pay TV service and a set-top box that allows for addressable TV advertising
Additional Note: Addressable TV includes targeted TV ads delivered on a home-by-home basis via cable and satellite boxes; video-on-demand (VOD) is included, but connected TVs, internet-only connected smart TVs, and OTT are excluded. Traditional pay TV services include cable, satellite, telecom and fiber operators, multiple system operators (MSOs), multichannel video programming distributors (MVPDs), and major TV broadcast and cable networks.
Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues of major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer device usage trends, and EMARKETER interviews with executives at ad agencies, brands, media publishers, and other industry leaders.