The largest cable TV providers in the U.S. now have fewer combined subscribers than the single streaming service, Netflix. Cable TV had 48.6 million subscribers to 50.9 million for Netflix. The lead would be even greater if other streaming services were factored in.
Source: Quartz, June 16, 2017.
But Netflix’s subscriber base is still climbing, while the pay-TV market is shrinking. As a whole, the top pay-TV operators tracked by Leichtman, which represented roughly 95% of US subscribers, had 93.3 million subscribers in the first quarter of 2017 – a 1% dip from the same period a year earlier.
INSIGHTS: The sources where customers get their information is changing. So are ways to reach them through media. It’s always good business to reaffirm a paid media strategy from time to time.