The persistence of Cable TV: Unveiling 3 reasons behind its survival

In the constantly evolving landscape of media and entertainment, cable TV has managed to hold its ground with remarkable persistence. While streaming platforms have taken the world by storm, cable TV continues to thrive, providing a wide range of content to millions of viewers across the globe. What exactly is the secret behind cable TV’s survival in the face of technological advancements? In this blog post, we delve into three compelling reasons that shed light on the enduring presence of cable TV in our lives. So, let’s uncover the factors that keep cable TV going strong, defying all odds.

The Persistence of Cable TV: Unveiling 3 Reasons Behind Its Survival


In this modern era of technology, where streaming services have become a ubiquitous part of our lives, it may come as a surprise to some that cable TV still holds its ground. Despite the rise of streaming platforms like Netflix and Hulu, cable TV continues to persist in the media landscape. This article delves into the reasons behind cable TV’s survival, exploring three key factors that have kept it from going out of business.

1. Sports Viewers: Holding On to Traditional Content

One of the main reasons cable TV has managed to stay afloat is its ability to capture the attention of sports enthusiasts. While streaming services offer a variety of content, they often fall short when it comes to live sports events. Cable TV networks have established long-standing partnerships with major sports leagues, providing dedicated channels where fans can enjoy their favorite games in real-time. This exclusivity has kept sports viewers loyal to their cable TV subscriptions.

2. News Consumption: Catering to an Older Demographic

Another demographic that contributes to the persistence of cable TV is older people who rely on it for their daily news fix. While streaming platforms offer some news content, cable TV provides a more comprehensive and in-depth coverage of current affairs. Older individuals, who may be less tech-savvy and prefer traditional sources of information, continue to rely on cable TV for their news consumption. This demographic’s loyalty helps sustain the cable TV industry.

3. Advertising Money from Big Pharma: A Lucrative Revenue Stream

The cable TV industry heavily relies on advertising revenue, and a significant portion of this comes from the pharmaceutical industry, colloquially known as Big Pharma. With 75% of cable TV advertising money coming from Big Pharma, cable networks have found a stable and lucrative revenue stream that has cushioned them against the decline in subscriptions. Pharmaceutical companies recognize the value of traditional advertisement methods and the wide reach cable TV offers, making it an attractive platform for their marketing campaigns.


While streaming technology has undoubtedly revolutionized the entertainment landscape, cable TV’s persistence can be attributed to several key factors. The exclusivity of live sports events, catering to older individuals’ news consumption needs, and the significant advertising money from Big Pharma have collectively enabled cable TV to weather the storm. However, the decline of cable TV subscriptions, the rise of streaming services, and the changing preferences of younger demographics indicate that the future of cable TV may be uncertain.


  1. Q: Is cable TV dying due to streaming technology?

    • A: While streaming technology has gained popularity, cable TV continues to persist.
  2. Q: Has streaming surpassed cable TV?

    • A: Yes, streaming services surpassed cable TV in July 2022.
  3. Q: What are the factors holding cable TV from going out of business?

    • A: Sports viewers, older people, and advertising money from Big Pharma.
  4. Q: Are cable TV subscriptions declining?

    • A: Yes, cable TV subscriptions have been declining.
  5. Q: What other industries have experienced gradual decline?

    • A: Other industries that have experienced gradual decline include newspapers, landlines, and CDs.

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