Cable and satellite TV try to reconnect with cord-cutters

Stung by the loss of subscribers, services aggressively develop ways to woo back viewers and hold on to the ones they have

- By Stephen Battaglio

Pay TV providers have a new message for consumers: Your ex wants you back.

While the media industry watches the once massive number of subscribers to cable and satellite services diminish like a slow-melting iceberg as audiences move to streaming, the companies are aggressively developing ways to slow the trend and perhaps win some business back.

Spectrum and DirecTV have both recently held fancy press events in New York to tout their efforts to offer a more consumer-friendly experience and services that add value for the still substantial number of customers they serve. Giving consumers more choice and flexibility is their new mantra.

The latest evidence of this emerged recently when Spectrum introduced an app store, where customers can get subscriptions to the streaming platforms such as Disney+, Hulu, AMC+ and ESPN, and access them alongside the broadcast and cable channels that still carry the bulk of high-profile sports and live events.

The Stamford, Conn.-based company’s 31 million subscribers can now get ad-supported streaming apps as part of their TV packages, which would otherwise cost an additional $125 a month. Ad-free versions are also offered at a discounted price.

Over the last year, El Segundo-based DirecTV rolled out smaller packages of channels aimed at consumers who no longer want a big monthly bill for the panoply of networks that have accumulated in the pay TV bundle over the years. The satellite TV service now offers smaller “genre packages” of channels and streaming apps that cater to a particular interest available at a lower price — designed for news junkies, sports fans, kids and Spanish-language speakers. There is one for entertainment channels as well.

There are early indications consumers are responding. In the second quarter of this year, Spectrum reported a loss of 80,000 cable customers due to cord-cutting, a significant decline from the same period in 2024, when 408,000 homes ditched cable.