Until recently, cable television was the dominant force in US media. As cable television grew, providers added an expanding array of channels covering broad interests like children’s programs and sports to more niche offerings like history and programs in foreign languages. At the peak, the average cable bundle offered more than 100 channels while the average household watched less than 20. As internet streaming services like Amazon Prime and Netflix gained popularity, consumers began to cut the cable cord and subscribe to individual services instead. As a result, the average US household now subscribes to more than 5 streaming services – creating a fragmented audience.
Source: Arctos, company reports, July 2026
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