I know it's mentioned a lot, but I suspect iptv is having an effect as well. I'm a bit bored of the Premier league. I'll watch if there's a derby, or a big end of season match, but I don't bother watching the vast majority. That might change now we're in it but I think I'm just at an age where I can't be arsed watching the same teams playing each other with relatively little on the line. A mid season Brighton v Bournemouth match holds no interest. But equally I feel like back in the day you always felt everyone had a chance at home. Loved when we played one of the big 4 at the SoL, you always felt we might get something. Not sure if the stats back it up, but now it feels like those games are almost always a procession for the big clubs so again my interest is lowered even in a lot of games with a top side involved.
If that's true of other people around my age (40) then they've got a problem because I suspect younger people are even less likely to pay their subscription prices when they can get iptv for a fraction and it includes all the boxing etc.
Also doesn't help that the relegation places are so nearly uncontested now. If there's not a big title race going on, very few neutrals really care about which clubs get into which European competition. Relegation battles are much more "exciting" and last season had nowt approaching one, it was obvious who was going down almost from about two months in. It's becoming stale and fewer people will pay for it if that keeps up