The rapid transformation of the cable television industry, driven by digitalization, increasing competition from Over-The-Top (OTT) platforms, and changing consumer expectations, has compelled service providers to rethink traditional business models. This study examines the role of consumer value perception in shaping sustainable growth strategies within the evolving cable television ecosystem. It analyses how factors such as service quality, pricing transparency, content diversity, technological innovation, and customer relationship management influence customer satisfaction and long-term loyalty. The paper further explores strategic approaches adopted by cable operators, including value-added services, personalized content delivery, and digital integration, to remain competitive and financially sustainable. The findings highlight that understanding consumer-perceived value is essential for enhancing retention, improving brand trust, and ensuring sustainable growth in a rapidly converging media environment. The study contributes to policy and managerial discussions by emphasizing consumer-centric strategies as a foundation for resilience and future expansion in the cable television sector.