YouTube TV may have just seen record growth, helping it reach 11 million subscribers as it reportedly added 750,000 subscribers in the 3rd quarter of 2025. According to the MoffettNathanson Cord-Cutting Monitor report released in early December, the pay TV sector added a net of 303,000 subscribers—the first quarterly gain since 2017. This modest rebound marks a notable departure from the persistent losses that have defined the market for nearly a decade, driven by the start of the NFL season, helping YouTube TV, Fubo, and others grow. This all comes as cable TV sees numbers drop.
The entire net increase stemmed from virtual multichannel video programming distributors (aka live TV streaming services), internet-based services that deliver live TV channels much like traditional cable but without the hardware requirements. Leading the charge was YouTube TV, which analysts estimate added approximately 750,000 subscribers during the period, pushing its subscriber base up to 11 million, according to some sources. This figure, while strong, fell short of the 1 million additions seen in the third quarter of the previous year. Fubo also contributed significantly, reporting over 275,000 new subscribers in North America, pushing its total to around 1.63 million.
Analysts attribute much of this growth to the timing of the quarter, which coincided with the start of the 2025 NFL season. Football remains a major draw for live television, pulling in viewers who seek comprehensive coverage of games, including local and national broadcasts. Services like YouTube TV and Fubo, which offer robust sports packages, benefited directly from this seasonal demand as consumers signed up to avoid missing key matchups.
In contrast, traditional cable providers continued their downward trajectory. Comcast, one of the largest operators, reported a loss of 257,000 video subscribers, while Charter Communications, operator of Spectrum and the other major cable player, also posted declines, though at a slower pace than in previous periods. Together, Comcast and Spectrum hemorrhaged hundreds of thousands of customers, underscoring the ongoing shift away from legacy cable bundles.
The diverging fortunes highlight a broader transformation in how Americans consume television. While traditional pay TV operators struggle with aging infrastructure and high costs, live TV streaming services have positioned themselves as flexible alternatives, often at competitive prices with features like unlimited DVR and multi-device streaming. Most importantly, the lack of any contracts and the ease with which they can be canceled or added makes them perfect to be used just for your favorite sports season, like the NFL. The Q3 gains brought the overall pay TV subscriber base to around 43.2 million, though year-over-year declines persist at a reduced rate.
Yet industry observers remain cautious about the longevity of these additions. The third quarter has historically been a strong period due to sports, but retention proves challenging once the NFL season concludes. Many subscribers adopt a seasonal approach, signing up in the fall and canceling in the spring, a pattern that could lead to significant churn in early 2026. This “football-only” subscription behavior raises questions about whether vMVPDs can convert temporary users into long-term customers through broader content offerings or bundled deals.
The slowing pace of traditional losses offers some encouragement, with year-over-year attrition dropping noticeably. However, the reliance on seasonal sports for growth illustrates the fragile nature of the recovery. As streaming services continue to dominate new additions, the pay TV landscape appears increasingly divided between fading cable giants and rising digital platforms.
This Q3 uptick provides a glimmer of stability in an industry that has lost millions of subscribers over the years. Whether it signals a true stabilization or merely a temporary pause driven by gridiron action remains to be seen as the sector heads into the post-football months.
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