Entertainment: The era of zombie television: Why is there never anything to watch on cable?
- InsightTrendsWorld
- 23 hours ago
- 8 min read
Why it is the topic trending:
Decline of Traditional Cable TV:Â The article addresses the well-observed phenomenon that despite having numerous cable channels, viewers often struggle to find something new and engaging to watch.
Shift to Streaming:Â It highlights the significant transition of original scripted programming from cable television to streaming services.
Impact on Consumers:Â The piece discusses how this shift affects the 60 million US households still paying for cable, often receiving mostly reruns and reality shows.
Financial Implications for Media Companies:Â The article touches upon the economic reasons behind this programming shift and the strategies media companies are adopting in response, such as spinning off cable assets.
Uncertain Future of Cable:Â It raises questions about the long-term viability of cable television in the face of cord-cutting and the migration of content and viewership to streaming platforms.
Overview:Â The article explores why it often feels like there's nothing new to watch on cable television in the US. It reveals that over the past decade, almost all newly created scripted programs have moved to streaming services, leaving basic cable subscribers with a "zombie landscape" of reruns, old movies, and reality shows, despite paying over $100 per month. The shift is driven by the higher cost of producing scripted dramas and the focus of media companies on building their streaming businesses. This trend raises concerns about the future of cable, even as it still holds onto live events like sports for now.
Detailed findings:
A recent review of TV schedules found no new scripted television episodes on over 100 basic cable channels.
Basic cable still reaches over 60 million US homes, many paying over $100 monthly.  Â
Original scripted series production for cable peaked at 186 a decade ago but is now near zero.
Streaming services have become the primary producers of new scripted content.
The shift is due to the high cost of producing scripted dramas and the priority given to attracting streaming subscribers.
Comcast is spinning off many of its NBCUniversal cable channels into a new company due to this trend.  Â
Cable's audience is declining as more viewers cut the cord or never subscribe.  Â
Streaming subscribers in the US reached 124 million in 2024.
Live events, particularly sports, have been a key reason viewers retain cable, but even this is slowly eroding.  Â
Younger viewers (millennials and Gen Z) overwhelmingly prefer streaming.  Â
Some cable providers are offering cheaper "skinny bundles" focused on sports and news.
NBCUniversal plans to reinvest in the channels being spun off, potentially including new original programming and sports.
The divide between scripted programming on streaming and live events on cable is starting to break down, with more sports moving to streaming.
ESPN and MLB are ending their Sunday night baseball deal, citing shrinking viewership and high costs.  Â
Key takeaway:Â Cable television in the US is experiencing a significant decline in new scripted programming as media companies prioritize their streaming services, leaving cable subscribers with mostly reruns and reality shows, raising serious questions about the platform's future value proposition beyond live events.
Main trend:Â The Decimation of Original Scripted Programming on Basic Cable
Description of the trend (please name it): The Cable Content Exodus. This trend describes the massive migration of newly produced, high-quality scripted television series from traditional basic cable channels to streaming services over the past decade. This exodus has left cable subscribers with a significantly diminished offering of fresh, engaging content in this genre, leading to a perception of cable television becoming a repository for reruns and unscripted programming.
What is consumer motivation:Â Consumers who initially subscribed to cable television were often drawn by the variety of content, including original scripted series. As this content has largely moved to streaming, consumers seeking these types of shows are now increasingly motivated to subscribe to streaming services instead, leading to cord-cutting and dissatisfaction with cable's offerings.
What is driving trend:
Rise of Streaming Services: The emergence and rapid growth of streaming platforms like Netflix, Disney+, and HBO Max have provided new outlets and business models for content creation.  Â
Focus on Subscriber Growth for Media Companies:Â Media companies are prioritizing attracting and retaining subscribers to their streaming services, leading them to invest heavily in original scripted programming exclusive to these platforms.
Cost of Production:Â High-quality scripted dramas are expensive to produce, and media companies are directing their budgets towards their streaming arms where they see greater potential for growth and revenue.
Shifting Viewer Habits: Younger audiences are increasingly "cutting the cord" and opting for streaming-only subscriptions, further incentivizing content creators to focus on these platforms.  Â
Advertising Revenue Decline for Cable:Â As viewership on cable declines, so does advertising revenue, making it harder for cable channels to justify the expense of producing original scripted programming.
What is motivation beyond the trend:Â Beyond simply wanting to watch new shows, consumers are also motivated by the desire for more choice, on-demand viewing, and potentially ad-free experiences, which are key features of most streaming services and less prevalent on traditional cable.
Description of consumers article is referring to (what is their age?, what is their gender? What is their income? What is their lifestyle): The article primarily focuses on US households that still subscribe to basic cable (over 60 million). It notes that this audience is increasingly older (over 55). Younger viewers (millennials and Gen Z) are overwhelmingly opting for streaming only. The article doesn't provide specific details on gender or income as the primary drivers of this trend, but the willingness to pay over $100 a month for cable suggests a range of income levels. Their lifestyle likely includes a habit of watching television, with older viewers possibly more accustomed to traditional cable, while younger viewers have grown up in the era of on-demand streaming.
Conclusions:Â Original scripted programming has largely abandoned basic cable in favor of streaming platforms, leaving cable subscribers with a content landscape dominated by reruns and unscripted shows. This "Cable Content Exodus" is driven by the economics of the media industry and shifting viewer preferences, posing a significant threat to the future of traditional cable television.
Implications for brands:
Cable Television Networks:Â Face an urgent need to redefine their value proposition, potentially focusing more on live events, niche programming, or lower-cost bundles.
Streaming Services:Â Will likely continue to be the primary destination for new scripted television, leading to ongoing investment in original content.
Advertisers:Â May need to shift their focus from traditional cable to streaming platforms to reach a wider audience for scripted entertainment.
Implication for society:Â The shift in how we consume television entertainment has broader societal implications, affecting cultural trends, how we access information, and potentially leading to further fragmentation of audiences.
Implications for consumers:Â Consumers seeking new scripted shows will likely need to subscribe to one or more streaming services in addition to or instead of cable. They may face increasing costs as the entertainment landscape becomes more fragmented.
Implication for Future:Â The trend of original scripted content moving to streaming is expected to continue, further diminishing the appeal of traditional cable television for viewers seeking these types of programs. The future of cable may lie in its ability to provide live events and potentially bundle with streaming services.
Consumer Trend (name, detailed description): The Cord-Cutting Generation. This trend describes the increasing number of consumers, particularly younger generations, who are choosing to cancel their traditional cable television subscriptions and instead rely on streaming services for their entertainment needs.
Consumer Sub Trend (name, detailed description):Â The Scripted Series Seeker:Â This sub-trend highlights the behavior of viewers who primarily subscribe to and engage with television content to watch high-quality, original scripted series, and are thus drawn to platforms that offer a wide variety of such programming.
Big Social Trend (name, detailed description):Â The Digital Transformation of Media Consumption:Â The way people access and consume media, including television, has been fundamentally changed by the rise of digital technologies and the internet.
Worldwide Social Trend (name, detailed description):Â The shift from traditional linear television to on-demand streaming is a global phenomenon, though the pace and specific platforms may vary by region.
Social Drive (name, detailed description):Â The Desire for Choice, Convenience, and Control Over Content:Â Consumers want to watch what they want, when they want, and on the devices they prefer, which are key drivers behind the adoption of streaming services.
Learnings for brands to use in 2025 (bullets, detailed description):
For Content Creators:Â Focus on developing high-quality scripted content for streaming platforms.
For Cable Networks:Â Explore strategies to retain viewers beyond just reruns, such as focusing on live events or niche programming.
For Advertisers:Â Understand the shift in viewership and adjust advertising strategies accordingly.
Strategy Recommendations for brands to follow in 2025 (bullets, detail description):
Media Companies:Â Continue to invest in and prioritize content for their streaming platforms while strategically managing their cable assets.
Cable Providers:Â Consider offering more flexible and affordable bundles, potentially integrating streaming services into their packages.
Final sentence (key concept) describing main trend from article:Â The "era of zombie television" on cable reflects the "Cable Content Exodus," where original scripted programming has largely migrated to streaming, leaving traditional cable as a repository for reruns and raising questions about its long-term viability.
What brands & companies should do in 2025 to benefit from trend and how to do it:Â In 2025, media companies should continue to adapt to "The Cable Content Exodus" by:
Prioritizing the creation and distribution of high-quality original scripted programming on their streaming platforms to cater to the growing audience of "Scripted Series Seekers."
Strategically managing their cable television assets by either investing in unique live or niche content or preparing for a potential further decline in viewership by exploring spin-offs or sales.
For cable providers, consider innovative bundling strategies that integrate popular streaming services with traditional cable packages to offer more value to consumers and slow the rate of cord-cutting.
Final note:
Core Trend:Â The Cable Content Exodus:Â Decimation of original scripted programming on basic cable.
Core Strategy:Â Focus on Streaming for Scripted Content and Redefine Cable's Value:Â Adapting to the shifting media landscape.
Core Industry Trend:Â The Dominance of Streaming in Entertainment Consumption:Â A fundamental shift in how people watch television.
Core Consumer Motivation:Â Desire for Choice, Convenience, and High-Quality Scripted Content:Â Drivers behind the move to streaming.
Final Conclusion:Â The article paints a clear picture of the ongoing transformation in the television industry, with streaming firmly established as the primary home for new scripted programming, leaving traditional cable facing significant challenges in retaining viewers and necessitating a fundamental re-evaluation of its role in the modern entertainment ecosystem.
Core Trend Detailed: The Cable Content Exodus
Description:Â The Cable Content Exodus trend describes the massive migration of newly produced, high-quality scripted television series from traditional basic cable channels to streaming services over the past decade. This exodus has left cable subscribers with a significantly diminished offering of fresh, engaging content in this genre, leading to a perception of cable television becoming a repository for reruns and unscripted programming.
Key Characteristics of the Trend (summary):Â This trend involves the departure of new, high-quality scripted TV shows from basic cable to streaming platforms.
Market and Cultural Signals Supporting the Trend (summary):Â The article notes that no new scripted episodes were found on over 100 basic cable channels in a recent week, and that cable's original scripted series production has plummeted from a record high to near zero, indicating this trend.
How the Trend Is Changing Consumer Behavior (summary):Â Viewers seeking new scripted shows are increasingly turning to streaming services, leading to a rise in cord-cutting and a decline in cable viewership.
Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers, summary):
For Brands and CPGs:Â Cable networks face a need to redefine their content strategy. Streaming services become the primary destination for new scripted content.
For Retailers:Â Cable providers may need to offer more affordable bundles or integrate streaming services.
For Consumers:Â Access to new scripted shows likely requires streaming subscriptions, potentially increasing entertainment costs and fragmenting viewing options.
Strategic Forecast:Â The trend of original scripted content moving to streaming is expected to continue, further diminishing the appeal of traditional cable television for viewers seeking these types of programs. The future of cable may lie in its ability to provide live events and potentially bundle with streaming services.
Final Thought:Â The "era of zombie television" on cable reflects the "Cable Content Exodus," where original scripted programming has largely migrated to streaming, leaving traditional cable as a repository for reruns and raising questions about its long-term viability.
