Cable TV has been declining in popularity over the past few years due to the meteoric rise of streaming services, which offer consumers a more affordable way to watch movies and TV shows.
Like many other cable companies, DirecTV has experienced a mass exodus of TV customers as the number of streaming platforms continues to increase.
DirecTV lost approximately 288,000 cable customers in the third quarter of 2025, according to a recent report MoffettNathanson shared with TheStreet.
Cable and satellite TV companies lost a combined 988,000 TV customers during the quarter, underscoring the “cord-cutting” trend that continues to gain momentum.
A recent survey from All About Cookies found that many consumers do not regret their decision to cut their cable TV service.
-
less than 30% of Americans watch television through traditional cable or satellite services.
-
Specifically, 40% of baby boomers Compared to traditional cable or satellite television services 21% of Gen Z consumer.
-
return, 95% The number of cord cutters is satisfy They decided to abandon traditional television services while only 5% Regret it.
-
About 90% of Americans watch shows on paid streaming services.
-
Ordinary people pay $48 About three popular streaming services are available each month, while the average consumer pays for cable TV is $83.
Source: All About Cookies
“The rising cost of cable TV and the choice of thousands of shows and movies on various streaming services are key factors in the popularity of cord-cutting,” Josh Kobert, a data reporter at All About Cookies, wrote in the survey.
“For the average household, as long as a streaming subscription is cheaper than cable TV, it makes sense to ditch cable TV,” he said.
DirecTV is losing customers as competition from streaming services increases.Shutterstock
As DirecTV sees declining cable subscriber numbers, it has scaled back its satellite TV service and focused more on growing its streaming business.
However, despite the change in direction, DirecTV recently sounded the alarm about the growing threat to its satellite TV service, SpaceX’s Starlink.
In 2019, SpaceX launched Starlink, a satellite internet service that has attracted more than 9 million customers to date.
The service is available in more than 155 countries on all seven continents and is in high demand in rural and underserved areas – key markets for satellite TV services.
Providing internet to these areas makes it easier for consumers to switch from cable TV to streaming services, posing a significant threat to DirecTV and other satellite TV companies.