The universal approach is to ...
Study the extreme cases
...instead of just doing an average case and flying with that.
That is, what happens if you need 20, 19 or 2 to score a hit?
In this case, the easy way is to study the average Joe Fighter with a longsword and str 16 that deals 1d8 + 3, or 7.5 points of damage per hit. Let's ignore crits for simplicity...
Without the rule
To hit: 20 – Average damage is \$ 7.5 \cdot \frac{1}{20} = 0.375\$
To hit: 19 – Average damage is \$ 7.5 \cdot \frac{2}{20} = 0.750\$
To hit: 2 – Average damage is \$ 7.5 \cdot \frac{19}{20} = 7.125\$
With the rule
To hit: 20 – Average damage is \$ 7.5 \cdot \frac{1}{20} \cdot \frac{1}{2} = 0.1875\$ or 0.3750 depending on interpretation/crit immunity/etc.. In any case, the reduced value would be 50 % of old damage.
To hit: 19 – Average damage is \$ 7.5 \cdot (\frac{1}{20} + \frac{1}{2}\cdot\frac{1}{20}) = 0.5625\$ (or 75% of old damage)
To hit: 2 – Average damage is \$ 7.5 \cdot (\frac{18}{20} + \frac{1}{2}\cdot\frac{1}{20}) = 6.9375\$ (97%)
...or derive an equation...
In this particular case, the universal formula – excluding criticals and other special cases – is also quite simple to derive:
\$\text{New damage} = \frac{21 - \text{roll to hit} - 0.5 }{21 - \text{roll to hit}} \times \text{Old damage}\$
E.g. for a roll to hit of 16:
\$\text{New damage} = \frac{21 - \text{16} - 0.5 }{21 - \text{16}} \times \text{Old damage} = \text{0.9} \times \text{Old damage}\$
Either way, this gives you insight into...
Possible drawbacks
If you have an opponent – or PC! – that is hard to hit (roll 19+), then the rule can be considered roughly equivalent to 25 % damage reduction...if the target has infinite hit points vs. the damage.
In practice, the result is harder to evaluate as HPs, damage rolls, initiative, etc.. play a factor.
Does this impact the game balance?
In most cases I'd say the impact is still negligible. The opponents are usually in mid ranges where the impact is balanced out by the parity in damage output.
However, there are 2 noticeable exceptions that in my opinion should be considered separately.
Mook fights – If your PCs are facing a swarm of weaker creatures that have poor AB versus the AC of the party then the threat to your party can be significantly reduced.
...or...
Boss fights – If your (melee/ranged) PCs are facing an opponent with a high AC then the threat to the party can be significantly increased.
Conclusions?
Overall, I'd say this makes the game slightly easier for the PCs. As most fights are vs. easier melee/ranged opponents (depends...depends...) and the damage is reduced more when you need higher rolls to hit the adversary, the result is that PCs will survive better.