​A+E Networks’ C3 ratings are down 22 percent in the third quarter. NBCU cable saw a 14 percent drop. Disney and Time Warner each saw C3 go down 13 percent.

Cable networks, long the major profit center for large entertainment conglomerates, are starting to experience some of the same woes that have plagued their broadcast brethren for close to two decades.

Fewer ad bucks, more consumer choice, and a huge uptick in the cost of getting content to air have meant that many of the biggest names in basic cable are headed for a very rough future, according to a new analysis by Variety.

The new realities of the business are causing many of the cable network’s to refocus their programming. AMC, USA, and TNT are all putting their eggs in the edgy or prestige drama basket, hoping to replicate the success of Breaking Bad and The Walking Dead. Unscripted and comedy are becoming less popular pitches in cable conference rooms.

Now, execs are looking for serialized stories that viewers feel they simply must tune in and watch if they want to be a part of the cultural conversation.

There is also worry that the cable outfits are relying too much on money scored from licensing content to SVOD and overseas services, Variety reported.

All of this is motivating the recent slew of OTT announcements, with many content providers kicking the tires on new cable-like over the top services, or jumping headfirst into the OTT pool.

Smart money in the near term is on the cable bigwigs spending more on programming while slowing down their expansion efforts, according to Variety. The magazine also says that viewers might see some of today’s channels disappear as the industry discovers how many outlets the rapidly evolving marketplace will bear.

Read More: Variety

Brief Take: Marketers already know how hard its gotten to reach audiences in today’s TV industry. Look for executives to start making hard choices about programming and channels as they navigate the tricky waters ahead.

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