Cable TV's collapse deepens: 'It is becoming increasingly clear that there is no longer any floor'

• The pay-TV industry lost 1.6 million subscribers in Q2 2024.
• While that's very bad, it's not a record.
• But there doesn't seem to be any reason for those losses to stop.

Good news for the pay-TV industry , which suffered its worst quarter ever at the beginning of the year: The next three months were not quite as bad.

Pay-TV distributors — that's conventional cable guys like Comcast, satellite TV outfits like DirecTV, and digital alternatives like YouTube TV — lost 1.6 million subscribers in the second quarter of 2024, according to analysts at MoffettNathanson.

That's very bad! But not as bad as other Q2s, like in 2023, when the industry lost 1.7 million subscribers, or in 2022, when it lost 1.8 million subs.

And in other good news for the TV industry… well, that's about it.

Those 1.6 million subscribers lost in the second quarter account for 6.9% of the industry's base, and there's no reason to think the slide is going to slow down at all, analysts Craig Moffett and Michael Nathanson write: "It is becoming increasingly clear that there is no longer any floor."

As we've discussed here before, a few years ago there was a thought that digital pay-TV distributors like YouTube TV and Hulu Live would replace losses at conventional distributors, but that's no longer true.

And those digital distributors are increasingly seeing "seasonality" in their business — consumers sign up for them in the fall to watch the NFL, and churn them out at the beginning of the year. That's why YouTube TV lost subscribers for the first time in Q1 , and only added 50,000 subscribers in Q2. The service added 300,000 subscribers in the same quarter last year.

And speaking of sports, Moffett and Nathanson spend a lot of time talking about Venu, the sports streamer that was supposed to have launched last month but has been held up indefinitely by a federal judge.

The companies behind Venu — Comcast, Disney, and Fox — have been arguing that their bundle of channels was going to appeal to people who didn't pay for cable TV. But it seems very likely that many of their customers would be existing cable TV subscribers who are trading down from a more expensive package of channels to Venu's "skinny" package. Which means that even if Venu eventually launches, it won't help the cable TV industry stem its losses.

But Moffett and Nathanson now doubt the Venu owners are going to end up fighting the lawsuit that has tabled their launch. That's because, like my colleague James Faris, they think the suit could end up blowing up the industry's long-standing practice of "bundling" channels together — which means that a cable TV distributor that wants to sell Disney's ESPN also has to sell Disney-owned channels like Disney or ABC in the same package.

And if that happened, things would totally collapse for the industry.

A Venu rep declined to comment. Last week, ESPN boss Jimmy Pitaro defended the Venu package to a group of reporters and pledged that his company would keep fighting its suit. But that will only be true up until the day it isn't.