But not everywhere. On the other side of the Atlantic, cord-cutters are outnumbered by cord-knotters. As Americans tear up their contracts, Europeans are signing up for cable and satellite in greater numbers than ever. Pay-penetration in Britain will overtake that in America this year, according to Ampere Analysis, a research firm. In France and Germany it already has .
Why has American media’s mega-trend missed Europe? One reason is price. America’s cable industry may look competitive: the largest player, Comcast, has only a quarter of the market. But it is highly regionalised, so most homes have few options, says Richard Broughton of Ampere. The result is an average monthly cable bill of nearly $100. British homes pay less than half as much. Tax loopholes have made pay-an even better deal in parts of Europe.
In the long run, though, studios would rather bring viewers onto their own platforms, as in America. In that scenario, pay-firms may be left with little to offer but sport, alongside streaming bundles of the sort offered by France’s Orange or Britain’s Virgin Media. Warner plans a gradual European roll-out ofMax over the next few years. By the time the fourth season of “Succession” is out, audiences may be watching it online.
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