In 2010, HBO launched HBO Go, making hours of programming available to HBO subscribers via the internet. At the time, the only way to be an HBO subscriber was with a pay-TV package, and generally one of the most expensive for it to include a premium network. With the launch of an online service with the very same content there, many began to wonder why they couldn’t just sell access to HBO Go to anyone willing to pay for it. The consensus quickly came to be that there was a boatload of money waiting for HBO when they decided to do just that. Demand for the network has been high, but with an economic downturn, many consumers found themselves fed up with ever-climbing cable bills. For years, HBO seemed to be leaving large sums of money on the table.
HBO’s position has finally changed, to the celebration of many cord-cutters who intend to subscribe to the newly standalone service. But there are plenty of other entertainment industry holdouts, who despite already offering content online to cable subscribers, won’t sell access to those very same websites and their content to non-cable subscribers, at any price. It’s easy to see why. Millions of cable subscribers means millions of dollars from the cable companies, creating an extremely valuable relationship that the networks don’t want to jeopardize. But those millions of cable subscribers, who at the end of the day are the ones paying those per-subscriber fees that the networks charge the TV providers, aren’t so happy being a source of easy money for the entertainment industry. With the cost of pay-TV rising faster than inflation or household incomes, more and more people have decided that enough is enough and cut the cord. Each quarter, numbers tell the same story. The cable companies are losing video subscribers, and top cable networks are losing them even faster. People are abandoning cable TV, and those who aren’t are trading down to smaller and less expensive bundles.
At this point, the writing is on the wall. Cord-cutting is no longer some theoretical problem to the television industry, empirical evidence shows that it is indeed taking place, and the trend is only growing thanks to rising cable bills and a greater availability of the exact same content online, where it often costs much less if it isn’t totally free. Disney’s ESPN, the most expensive cable channel, is often described as being one of the most fearful of upsetting the pay-TV apple cart. But what Disney and others must realize is that the apple cart is getting upset whether it’s their doing or not. Disney and the other media companies are first and foremost businesses, and despite their cozy relationships with the cable providers, the smarter business decision is to be one of the disruptors of the industry, rather than to have their own business disrupted by someone else.
That’s where Rabbit TV Plus comes in. While the service is packed with features for consumers, it was designed to be just as appealing to the entertainment industry, providing useful tools for individuals and organizations of all sizes to be able to attract an audience and monetize their content. With over 3.5 million subscribers, many of whom do not subscribe to cable, Rabbit TV is the perfect place for anyone hoping to break into the massive online video viewership. Consumers want content from a variety of sources, and Rabbit TV Plus is the only online outlet that brings it all together the way cable TV has for decades. The tools provided by Rabbit TV Plus allow all content creators to take full advantage of that, from multi-million dollar studios, to individuals with content to share