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# Sign of the times: QVC moving beyond TV “to find growth”
- URL: https://capitolcommunicator.com/qvc-moving-beyond-tv-to-find-growth/
- Published: 2025-05-04T19:14:14.000Z
- Updated: 2025-05-05T10:58:17.000Z
- Author: Capitol Communicator
- Tags: Media, Insights, Social Media, #wp-top-center-sponsored, #Import 2026-10-08 18:55

**In a sign of the times for cable TV**, the legacy home shopping brand [QVC](https://www.hollywoodreporter.com/t/qvc/?ref=capitolcommunicator.com) Group says that it is laying off approximately 900 staffers and consolidating operations as it pivots to focus on the opportunity presented by “live social shopping,” reports [The Hollywood Reporter](https://www.hollywoodreporter.com/business/business-news/qvc-group-hsn-layoffs-pivot-livestream-shopping-1236175284/?ref=capitolcommunicator.com).

QVC Group is the parent company of both QVC and HSN (formerly Home Shopping Network), and is controlled by the cable and media mogul John Malone.

“Linear TV is a highly engaging, highly profitable platform and it remains our cornerstone. However, as traditional TV declines and a mix of video platforms takes a greater share of customer attention, we must hurry our expansion beyond TV to find growth,” the company wrote in its annual report to shareholders. “We are fundamentally redefining who we are as a company and the role we play for our customers and in retail. We enter this next phase of our turnaround with rigor and excitement.”

There is no question, states The Hollywood Reporter, that “online shopping has dramatically changed all of retail, and TV shopping channels are no exception. Instead of watching QVC or HSN and calling in to buy items, consumers are watching live videos on TikTok, Instagram or Amazon, which all offer one click shopping shopping.

“The company is leaning into these platforms, as well as its own streaming brands, to drive engagement and sales.”