By Bill Routt, SVP, Head of Global Sales, TiVo
The future of pay TV has been debated for years. Meanwhile, streaming has rapidly become the dominant model for video consumption. Disaggregated content, especially in sports, has shifted consumer expectations – and the traditional cable bundle no longer meets them.
Pay TV isn’t dead though. But it must transform – fast. Success now depends on two things: modernizing the customer experience and unlocking new revenue streams. Operators who move decisively on both fronts can regain relevance and growth.
Simplify the customer journey
Today’s consumers are overwhelmed by options: broadband-only, streaming bundles, direct-to-consumer apps and hybrids. Most don’t know which setup best meets their needs, and too often, pay TV providers make it harder, not easier.
This is an opportunity. Providers should act less like infrastructure and more like experience platforms. The goal: simplify discovery and choice through intuitive packaging, clear value communication and personalized recommendations.
AI can be a force multiplier here. Intelligent guidance engines can help customers self-select the right service mix, drive engagement and reduce churn. The technology exists. What’s needed now is operational focus and product investment to make it a reality throughout the ecosystem.
Expand the revenue playbook
Traditional video subscriptions now serve only a fraction of broadband households. Yet most pay TV operators continue to build around this declining base.
The next phase of growth lies in serving the full broadband footprint with flexible offerings that blend premium and free content into one aggregated interface. But distribution alone won’t drive margin. Monetization must evolve too.
Subscription fees aren’t enough. Advertising – particularly programmatic video and interface-level placements – is a critical growth lever. Whether it’s in-stream ads or home screen real estate, operators need to build meaningful ad businesses.
With global ad spend projected to hit $1.1 trillion in 2025, pay TV has a clear opening. But capturing that opportunity requires real capabilities: inventory, data, targeting, measurement and partnerships. It’s not a side hustle – it’s core business.
Pay TV is at a strategic inflection point. It won’t survive by defending the past. But by reimagining the customer experience and executing a modern monetization model, operators can redefine their relevance in the streaming economy.
It’s not about being everything to everyone – it’s about being indispensable to the right audience. And the time to act is now.
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