The State of Television, Pt. 1
📺 Is the TV Industry in Trouble? A Creative’s Perspective
The television industry is facing a massive transformation. Between the rise of streaming platforms, declining cable subscriptions, and shifting viewer behavior, many creative professionals are wondering: Is there a way forward for traditional TV content? In this two-part series, I’m diving into the evolution of television—what we’ve lost, what we’ve learned, and where we might be headed next.
(Yes, It’s Kind of a Mess... But Don’t Change the Channel Just Yet)
I recently gave a webinar on how to turn a spark of an idea into a fully baked TV pitch. I’ve done a few of these—helping creators shape their visions into something sellable. And honestly? It’s been an absolute joy to give back after 20+ years of developing, producing, developing, producing... you get the idea.
During the Q&A, someone asked the inevitable:
"What do you think of the current television landscape? It’s pretty bad out there. Do you think it will bounce back?"
Sigh. This question pops up every time. And every time, I flinch just a little before answering.
🚀 Flashback: When TV Was Having Its Golden Hour
Let’s rewind. I started at the Discovery Channels in 1999, right as the cable boom was picking up steam. It was Discovery and Animal Planet in the beginning, with the Travel Channel just acquired. Before long, The Learning Channel (TLC) joined the party. International channels were launching, and the future looked damn bright.
By the time I left in 2007, TLC had fully embraced its reality era, Planet Green was born, and Discovery Networks was thriving. The same waves were rolling through A&E, Fox, Scripps, Viacom, AMC—you name it. It was a golden age for TV producers. We weren’t just riding the wave; we were power surfing the North Shore.
💥 Smash Cut to the 2020s: When the Streaming Tide Took Over
Then came the real disruptors.
Netflix leapfrogged broadcast. Streamers popped up like mushrooms after a storm. And the real juggernaut—YouTube—quietly took over the world.
Think I’m exaggerating? Media analyst Evan Shapiro has been mapping this industry shift for years. His data is as sharp as it is sobering. Cable is down more than 50%, and analysts predict that by 2028, only 27.1 million households will still have subscriptions. For context? In 2018, that number peaked at a whopping 93.4 million.
📉 That’s not a dip—it’s a free fall.
😞 So, Who’s to Blame for the Decline of Traditional TV?
That’s a long essay (and probably needs a cocktail or two). Yes, the decline of cable and the rise of on-demand viewing is gutting. It’s personal. It’s economic. Tens of thousands of creative professionals are underemployed or sidelined. And no—nobody’s cheering. This is people’s livelihoods.
🧠 Why Viewers Are the Real Trendsetters
Whenever someone asks, “Why is TV struggling?” I flip the question:
“What are you watching these days?”
There’s always a pause. Then: “Well… reruns of Seinfeld, mostly.” They shrug it off, assuming they’re not the “typical” viewer.
But they are.
Some of the most streamed shows are reruns. Grey’s Anatomy still slays the charts because new viewers binge old seasons and get hooked. Everyone assumed everyone else was watching all the buzzy new stuff.
Spoiler alert: they weren’t.
TV audiences crave comfort and familiarity. And when reruns of The Golden Girls bring the same viewership as a pricey new series starring a B-list celeb in a recycled plotline, guess which one gets greenlit?
💸 Business 101: maximize return on investment.
⚠️ The Warning Signs Were Always There
The decline wasn’t sudden—it was slow and sneaky. Cord-cutting, comfort-viewing, the YouTube vortex (more on that in Part 2), and a few other plot twists brought us here. And yeah… it’s depressing. But here’s the twist:
✨ ALL IS NOT LOST.
If there’s one universal truth about creative professionals, it’s this:
We adapt. We reinvent. We solve problems.
So no, this isn’t the end of the story for television, streaming, or the creative class. Not by a long shot. We’re just in the middle of a plot twist.
Let’s roll up our sleeves and write the next act.
Let’s solve this damn problem.
💡 Key Takeaways
The television industry is undergoing a major transformation driven by streaming platforms, cord-cutting, and evolving viewer habits.
Comfort viewing dominates, with audiences favoring reruns and familiar content—reshaping how networks and platforms invest in TV content.
Creative professionals must stay agile, informed, and innovative to thrive in today’s fast-changing media landscape.
Understanding media trends and adapting storytelling approaches is essential for long-term success in a post-cable, on-demand world.
📣 Stay Tuned for Part 2
In Part 2, I’ll dive into how YouTube, creator platforms, and audience-driven content are redefining the future of entertainment. We’ll explore what this means for independent creators, media professionals, and anyone trying to navigate the new rules of content visibility and engagement.
