While traditional MVPD pay TV is more or less falling off the cliff, vMVPDs, YouTube TV and Hulu Live TV in particular, are adding customers at a steady clip.Īs per Leichtman Research, a company whose numbers I actually trust, traditional pay TV providers (cable and satellite) lost around 1.8 million subs in Q3 2023, while vMVPDs added around 1.3 million, leaving pay TV with an overall net loss of 500,000 subs.