More worrying as it took stock of the market at the mid-year point, the analyst believes that the trajectory continues to point to an unprecedented annual decline.

Overall, Kagan found that traditional multichannel subscriptions dropped below 96.1 million in the second quarter, down 1.8 million since the end of 2016. Adding the top two virtual service providers (VSPs) affiliated with legacy multichannel distributors –DISH Network’s Sling TV and AT&T’s DIRECTV NOWDIRECTV NOW – took the combined total subscriptions to a package of live linear channels and on-demand content to 98 million.

In the round-up, Kagan noted that following the sizable first-quarter drop, cable operators were found to have lost 246,000 total video customers with total losses at the mid-year mark are up 65.4% annually. Traditional satellite services took a hit in the second quarter, posting an estimated net loss of 443,000 subscriptions to retreat below the 33 million threshold for the first time since 2010. For telco TV, video subs tumbled 10.9% annually to virtually 11 million subs. AT&T’s U-verse accounted for two-thirds of the decline as the company continued to designate DIRECTV as its primary TV and video delivery platform.