Cable providers Comcast and Charter combined lost nearly 725,000 subs in the quarter, and satellite providers DirecTV and Dish TV lost a combined 600,000+.
Many consumers say they plan to add to their current number of streaming subscriptions, not replace them.
AVODs are also attracting more diverse audiences than both traditional TV and SVODs.
Virtual pay TV providers now total 14.2 million -- up 17% vs. a year ago. Traditional pay TV subscribers -- cable, satellite, and telco -- were down 8.8% in Q3, totaling 69.7 million subscribers.
Roughly 40% to 55% of consumers who pay for video/TV content are OK with ads during TV viewing, a TiVo survey indicates.
An estimated 1.90 million subscribers cut the cord in the first three months of 2021.
AT&T had a net loss of about 3.26 million subscribers across its four pay-TV services, on top of a combined loss of nearly 4.1 million in 2019. Hulu + Live TV added 800 million, but vMVPDs' overall
The once-in-decline vMVPD sector could become the dominant successor to traditional pay-TV - if the key players don't get too greedy.