Paul D. Arling
Analyst · Sidoti
Sure. Yes. While I won't comment specifically, as we never do, on specific customers, but as an industry, I guess I'd explain it this way. People that want to simplify the video service provider market simply look at subscribers and the change in subscribers. Our business has driven more off of 2 main things: #1, cable and satellite providers have been losing customers since the beginning of time. Churn has been talked about for a long time. Some customers in that industry would lose 20% of their customers every year.
Some years ago, when their subscribers were flat to growing, what that meant is they had about 20% new additions every year. That was a rich source of product for us because, as you might imagine, when they install a new customer here in the U.S., they were averaging over 2 of our products per install. So when the additions have fallen off, the churn is still occurring, but they're having fewer additions.
So if they were to lose, let's just say in that example, 20% of their customers, they used to add back at least 20 to get back to flat in number of subscribers. If they add 10% back, that cuts that part of your business in half right, because they were at 10 and they lost 2. They used to add back 2, now they're only adding back one. That cut that in half.
There is also a maintenance business, as you might imagine. If you're losing, let's just use the example I just gave, if 80% of your customers stay with you, those customers -- as I've said for many years, remotes live a hard life. They get thrown. They get eaten by dogs. They get hidden by children. They get beer spilt on them. These are all things we wouldn't warranty our product performance against. Consumer calls and says I need new remote. The last thing they want to do is tell them no because, if you have a subscriber that is paying you $60 to $120 a month, you send them a new product. So that maintenance business was always there and still is.
So these customers are still buying product. We have seen some of them flatten, meaning they've gone through the transition to a new model of not aggressively promoting, or they've sensed that demand just isn't there, so they haven't promoted to it, right, because if demand isn't there, they're not going to promote.
Some combination therein, though, they've had fewer new additions. They still are adding customers, but much fewer than in the past, and they still have that maintenance business. So in certain of our customers' situations, we've seen it be roughly what it was last year, meaning they fell from their once-high 4 years ago, but they're settling down to a maintenance mode at this point. I hope that explains about changes in how they affect us longer-term.