Even if the initial impetus for the cable TV business was signal access (bringing metro market TV signals to distant areas unable to receive the signals off air), the more-recent growth since the advent of satellite-delivered programming in the mid-1970s is “greater programming choice.”
“Choice,” in those days, meant “access to more channels and genres.” These days, “choice” means “ability to buy only the channels I want.” The former trend drove adoption of linear subscription video. That latter drives over the top subscription video.
Whether you look at linear video or any form of over-the-top streaming, the value proposition always is about "more choice."
Value is the other big issue, now. Potential customers want greater value, which tends to mean lower prices per subscription.