SVoD subscriptions will have overtaken pay TV subscriptions in more than 30 countries by the end of this year, mostly thanks to the launch of Apple TV+, which saw lots of recent Apple device owners receive a 12 month subscription to the nascent streamer. Twelve new countries saw SVoD subscriptions overtake pay TV in 2019, bringing the year-end total to 29, of which five out of the 12 countries would still have hit the milestone without the launch of Apple TV+; Italy, Thailand, Taiwan, Spain and Denmark. 

The US was one of the first markets in which SVoD overtook pay TV back in 2016. The UK followed suit in 2018.