Sluggish ratings have translated into slower revenue growth at Time Warner and Disney, and sales declines at Viacom ( VIAB ). Time Warner was forced to cut its profit forecast for 2016, citing lower fees from pay-TV operators who are seeing subscriber decreases, the product of cord-cutting. "Customers are demanding better search and discovery options for TV viewing," wrote Craig Moffett, media analyst at MoffettNathanson, in a Nov. 18 investor note. Essentially a " Spotify for TV," he added, referencing the popular music streaming app known for its ease of use. What if cable-TV had innovated? "If you really had a 'TV Everywhere' product that was compelling, it would create a much more nourishing environment economically, and from the viewer perspective," Zaslav said. In response, network owners have been fast launching their own streaming services.