US pay-TV adoption is at its lowest rate since 2007, according<\/a> to\u00a0Leichtman Research Group.<\/p>\n Fifty-nine percent of homes which get TV over antennae now also subscribe to subscription video-on-demand, according<\/a> to Nielsen.<\/p>\n US households are nearing three SVOD subscriptions per household, according<\/a> to Ampere Analysis.<\/p>\n Whichever numbers you look at, subscription TV over internet is eating in to the traditional pay-TV and telco bundle – and more services are still yet to come.<\/p>\n In to that melee, Apple in March previewed its own TV ambitions, in an underwhelming presentation that left many onlookers confused.<\/p>\n But one thing is for sure – the SVOD arms race may not have infinite capacity to scale.<\/p>\n “I think there will be so much happening that the consumer will be overwhelmed,” says Irwin Gotlieb, WPP senior advisor, in this video interview with Beet.TV.<\/p>\n “By the time you replace your triple play package with an internet package and a cell phone and a few content packages, you’re paying what you used to pay for the triple pay, if not more.<\/p>\n “There will be several that survive, but there will be substantial fallout over time. I think trying to market all these services at the same time is going to be really, really challenging because the consumer’s not going to understand or differentiate between them.”<\/p>\n To Netflix, Amazon, Hulu and many others, add Disney+, a new AT&T service and more yet to be unveiled to a growing list of subscription video operators.<\/p>\n They may be competing with traditional cable, but Gotlieb sees a historical pattern repeating itself – if SVOD services drive up their prices, as HBO did, they may stay with low subscriber numbers.<\/p>\n Breaking News Update:\u00a0 \u00a0On March 31, Comscore announced<\/a> that Gotlieb will join the board as part of a major management shake-up.<\/p>\n