How Long Did It Take for Cable, OTA TV, and Roku to Reach 90 Million Households?
Television has evolved dramatically over the decades, from the early days of over-the-air (OTA) broadcasting to the rise and fall of cable TV and the explosive growth of streaming platforms like Roku. But how long did it take for each of these platforms to reach 90 million households? Let’s break it down.
Over-the-Air (OTA) Television
Over-the-air broadcasting, where TV signals are received via an antenna, was the dominant form of television before cable and streaming.
1950: Only about 9 million U.S. households had a television set.
1955: This number jumped to 32 million as television became a household staple.
1960: TV ownership surpassed 53 million households.
1970: OTA TV likely exceeded 90 million households, solidifying its place in American culture.
By the late 1960s, OTA television had reached nearly all U.S. households, a milestone achieved in roughly 20 years from its mainstream adoption in the late 1940s.
Cable Television
Cable TV emerged in the 1970s as an alternative to OTA, providing more channels and better signal quality. However, it never reached the penetration levels of OTA.
1970: Just 4.5 million cable subscribers.
1975: 9.8 million subscribers.
1980: 16 million subscribers.
1984: 30 million subscribers, following regulatory changes that encouraged growth.
1994: 59.7 million households subscribed to cable.
1999: Cable peaked at 67.3 million households.
Cable TV never reached 90 million U.S. households, peaking in the late 1990s and early 2000s before facing competition from satellite and streaming.
Roku and the Streaming Revolution
Roku entered the scene in 2008, offering a low-cost, internet-based alternative to traditional TV. Its growth has been rapid compared to both OTA and cable.
2016: 13.4 million active accounts.
2018: 27.1 million accounts.
2020: 51.2 million accounts.
2022: 70 million accounts.
2024: 89.8 million accounts.
2025: Roku surpasses 90 million active households, marking a significant milestone.
Roku reached this milestone in about 17 years (from 2008 to 2025), slightly faster than the timeline for OTA but much quicker than cable’s peak.
Comparing the Growth Trajectories
To visualize the growth trends and declines in TV adoption, here is a line chart comparing OTA TV, Cable TV, and Roku over the decades:
The chart illustrates:
The rapid adoption of OTA TV, which hit 90 million households within 20 years.
Cable TV’s steady climb but ultimate decline, peaking at 67.3 million.
Roku’s meteoric rise, reaching 90 million in just 17 years.
Final Thoughts
The way we consume television has changed dramatically. While OTA TV quickly reached 90 million households, cable never hit that mark. Meanwhile, Roku and streaming platforms have surged in popularity, achieving this milestone in under two decades. The underlying takeaway is the access for content producers to have an outlet for their content, and for businesses to build branding by developing a ROKU Channel with their content and logo’s. What would the cost be to place a brand in cable TV or OTA – Millions. In ROKU it is a a few thousand, and yes. we do that for you.
The future of TV is clearly digital, with platforms like Roku leading the charge. As more consumers cut the cord, streaming services will continue to grow, redefining entertainment as we know it.