Why Brands Like HBO and WWE Are Flocking to Streaming Subscription Services

TV viewers are slowly ditching cable

In the history of TV—all 75 years of it—there has never been a time when so much content has been so readily available to watch.

But with the average cable package now topping $103, according to Leichtman Research Group, and a new wave of direct-to-consumer services, viewers have more choices than ever in how they watch, via over-the-top, or OTT, services.

“The key advantage to launching a stand-alone service is growing their audience beyond the traditional pay-TV ecosystem,” said Glenn Hower, a senior media analyst at the Dallas-based research firm Parks Associates.

About 82 percent of TV households nationwide subscribe to some form of pay-TV service, according to Leichtman.

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