The End of Appointment TV?
I cut the cord about a year and half ago. I bid adieu to Dish Network and tried to embrace a purely on-demand TV experience—via Netflix and Amazon Prime Video, specifically. It worked for a couple months. I watched a lot of movies and stand-up comedy specials. I binge-watched shows like Stranger Things, 13 Reasons Why, Grace and Frankie, and Mozart in the Jungle.
But something just didn’t feel right. The honeymoon quickly wore off, and I really missed the live-TV experience. I missed channel surfing. I missed primetime TV. And I especially missed sports. As a football fan, Saturdays and Sundays (and Mondays, Thursdays, and sometimes Fridays) just weren’t the same without live TV in the house. I mean, sports bars can be fun, but I don’t want to have to take up residence in one just to see all the games I’d like to see.
Eventually, I subscribed to an Internet TV service (Sling TV) and added an over-the-air DVR (Tablo) to get the local channels in my area. That combination has worked great for me—my TV viewing feels whole again. Yet I can’t help but wonder how much life this TV-viewing model has left.
Baby Boomers and Gen Xers like me were raised on the model of “appointment television.” Shows air at a certain time each week, during certain seasons of the year, and you either watch the new episodes live or record them. The rise of the VCR and especially the DVR, with its easy programming and robust storage capabilities, certainly altered appointment television—but didn’t kill it. Instead of adhering to specific appointment times, we became more like the cable guy: “I’ll watch The Big Bang Theory some time between the hours of 8:00 and 11:30 p.m.”
And that still holds true for me today. With the exception of sports and special events like the Oscars, I seldom watch anything live. It’s all recorded . . . but it’s also a safe bet that I’m gonna watch my favorite shows (This Is Us, Speechless, Marvel’s Agents of S.H.I.E.L.D.) within a few hours of recording them. The cord may be cut, but the appointment mindset remains.
But what about those people who haven’t had “primetime” ingrained in their psyche since birth? We’re seeing the rise of an entire generation of cord-nevers—people who have never subscribed to a traditional pay-TV service. They watch what they want, when they want, how they want. They expect you to release the entire season of Stranger Things 2 at once so they can binge on it as they desire. They don’t watch reruns. They simply rewatch the really good stuff. I don’t think my nine-year-old has ever uttered the words, “Mom, what time does [insert favorite show of the moment] come on?”
For now, the rise of Internet TV services like Sling TV, PlayStation Vue, and YouTube TV shows there is still an audience for appointment TV, even amongst the cord-cutters. I just read a story from FierceCable.com that Internet TV providers gained 2.6 million customers in 2017, totaling about 4.6 million subscribers in all. But the story goes on to say that those numbers only represent about one-third of the people who have walked away from traditional pay-TV service since 2010. The other two-thirds have presumably gone on-demand only (or tuned out entirely).
It seems almost inevitable that on-demand will become the new normal, and live TV will become the bonus content. If you’re wondering how that might play out, look no further than Amazon’s deal with the NFL to stream Thursday Night Football to Prime customers this past season. It’s on-demand, with a hint of appointment TV thrown in for good measure.
Adrienne Maxwell has been writing about the home theater industry for longer than she’s
willing to admit. She is currently the AV editor at Wirecutter (but her opinions here do not
represent those of Wirecutter or its parent company, The New York Times). Adrienne lives in
Colorado, where she spends far too much time looking at the Rockies and not nearly enough
time being in them.