“The flexibility and lower cost compared to traditional operators are still the main reasons behind the shift to virtual multichannel operators,” says S&P Global Market Intelligence, which has released data from Kagan’s US MediaCensus online consumer survey that offers an in-depth look at the vMVPD subscriber in 2025.
The big eye-opener? Elder Americans are driving the success of Sling TV.
The Dish Network offering is a popular choice among consumers aged 55 and over, the report finds. Specifically, some 38% of Sling TV subscribers are over the age of 54. “This demographic trend suggests Sling TV’s appeal to older audiences, possibly due to its unique package offerings and cost-effective solutions compared to other operators.”
At the same time, Kagan took a close look at Fubo, which is in the process of getting shareholder approval of its agreement to be acquired by The Walt Disney Co. Indeed, as it has described itself, Fubo is a “sports-first” vMVPD. “Fubo subscribers showed a strong inclination towards professional sports leagues, with high viewership for MLB, NHL, WNBA, MLS, and NWSL games,” Kagan finds.
Meanwhile, the data find some 33% of virtual multichannel subscribers have been subscribed for twelve months or less, with Fubo holding the largest share at 45%. “This indicates a growing interest in virtual multichannel services, particularly among newer subscribers seeking flexible and cost-effective options,” Kagan concludes.
With Fubo poised to become enmeshed with Hulu + Live TV, there could be positive synergies ahead, as Hulu + Live TV had the highest share of “very satisfied” subscribers in the Kagan survey, at 54%. Strong customer satisfaction and service quality were key traits.
ARE vMVPD VIEWERS UNIQUE WITH THEIR VIEWING HABITS?
ESPN emerged as the most-watched network among virtual multichannel subscribers, with 15% of the surveyed audience favoring it. “This preference highlights ESPN’s strong appeal across various platforms, particularly among Sling TV and YouTube TV subscribers,” Kagan says.
ABC also ranked high in the first quarter, likely thanks to coverage of the National Basketball Association’s 2024-2025 season.
