Are analysts overstating the decline of the pay television industry? While the expansion of online video content is impacting the television service industry, in the short term, a majority of customers are likely to simply utilize "over-the-top" programming to augment traditional television to expand the breadth of their video entertainment options.

Contrary to analysts' pronouncements that there is a decline in the number of home television customers, many providers are, in fact, gaining customers. J.D. Power and Associates research shows that television service providers that deliver exceptional customer experiences continue to flourish, despite the increased competition from video-viewing alternatives and the effect of the extended economic downturn on consumers' discretionary spending.