I have often referred to vMVPDs as a “nicotine patch” of sorts for people who want to cut the cord but are afraid they’d be giving up too much. More than that though, it raises the question of why vMVPDs and what this means for the industry going forward. This should complicate the “massive wave of cord cutting narrative” some, only it won’t, because the trick is to just not count the vMPVDs as part of the pay TV ecosystem, even though they have the same programming and the dollars flow to the same entities, right down to the carriage and retrans fees. While traditional MVPD pay TV is more or less falling off the cliff, vMVPDs, YouTube TV and Hulu Live TV in particular, are adding customers at a steady clip.Īs per Leichtman Research, a company whose numbers I actually trust, traditional pay TV providers (cable and satellite) lost around 1.8 million subs in Q3 2023, while vMVPDs added around 1.3 million, leaving pay TV with an overall net loss of 500,000 subs.
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