But the race is far from over. In some ways, the rise of the streaming platforms is a reinvention of US cable TV, offering established players an opportunity to aggregate multiple offerings, providing consumers with the discoverability and ease of use they want, while also satisfying the everlasting thirst for rich and varied content. Accordingly, we will continue to see more pay-TV providers add streaming services within their bundles.
As the streaming market matures, it’s moving from an acquisition race to one based on the lifetime value of the customer. As a result, increasing subscriber retention is a key objective for streaming services, with pricing, content and user experience all key to long-term loyalty. This can play to cable providers’ strengths, allowing them an opportunity to apply their customer insights to stay on top by retaining their subscriber base, even as streaming companies both generate and own more and more content.