Frontier’s YouTube Partnership Challenges Cable’s Video Empire

NORWALK, Conn.--Frontier has launched a new partnership with YouTube TV that will bundle fiber-based internet with live and on-demand TV content, signaling another move by the telco to target cable competitors in its serving areas.

Eligible customers will be able to have access to YouTube TV and fiber-based with only one bill to pay.

As it continues to tout its un-cable provider marketing message, Frontier said in ts release that its partnership with YouTube TV gives customers another reason to un-cable themselves. Customers can now get Frontier’s fiber internet and their favorite TV content through YouTube TV with a simple bill.

Frontier can now offer integrated billing with YouTube TV, which has over 5 million subscribers and trailers in the U.S. In 2021, Frontier announced a partnership with YouTube TV to give customers the benefits of a fiber-based internet connection and a new live-streaming TV service. Now, Frontier and YouTube TV are making it even more convenient by introducing a single billing option.

Creating Customer Flexibility

There are several benefits for consumers.

Customers can access over 100 channels, no long-term contracts, easy setup, unlimited DVR space and six individual accounts.

Instead of being locked into contracts and paying for channels they don’t use or want, customers can pair an online video platform with Frontier fiber internet for a better way to get live TV with no long-term contracts or equipment fees. Additionally, Frontier claims consumers can save $400 or more on their favorite channels in their first year vs. cable by making the switch.

“Our partnership with YouTube TV makes it easier for customers to ditch cable,” said John Harrobin, Frontier’s EVP of Consumer, in a release. “We take our position as the un-cable provider seriously and are constantly listening to consumers. Many want one source for internet and TV, and that’s what this partnership is all about. With Frontier and YouTube TV, there’s no settling for anything but the best.”

Stealing Cable Market Share

Frontier’s move comes at a time when more consumers are ditching cable.

According to a new Leichtman Research Group (LRG) report, the largest pay-TV providers in the U.S. – representing about 92 percent of the market – lost about 5,880,000 net video subscribers in 2022, compared to a pro forma net loss of about 4,700,000 in 2021.

The top pay-TV providers now account for about 70.2 million subscribers – with the top seven cable companies having about 37.8 million video subscribers, other traditional pay-TV services having 24.1 million subscribers, and the top publicly reporting Internet-delivered (vMVPD) pay-TV services having 8.3 million subscribers.

Specifically, the research firm found that cable providers had a net loss of about 3,530,000 video subscribers in 2022 – compared to about 2,695,000 subscribers in 2021. Likewise, other traditional pay-TV services had a net loss of about 2,720,000 subscribers in 2022 – compared to a loss of about 2,890,000 subscribers in 2021.

“The top pay-TV providers had a net loss of about 5.9 million subscribers, compared to a pro forma loss of about 4.7 million subscribers in 2021, and 4.9 million in 2020,” said Bruce Leichtman, president and principal analyst for Leichtman Research Group, in a release.  “At the end of 2022, top pay-TV providers had about 70.2 million subscribers, down from 95.5 million at the end of 2012.”