Charter Communications, Inc. (CHTR) Earnings Call Transcript & Summary
September 9, 2020
Earnings Call Speaker Segments
Unknown Attendee
attendeeThis webcast presentation is for Bank of America clients only. If you are a member or representative of the press or media, please disconnect now. And now I would like to turn the call over to our moderator.
Jessica Reif Cohen
analystHello. So we'd love to welcome Chris Winfrey, Chief Financial Officer of Charter, back to our conference. It's great to see you, Chris.
Christopher Winfrey
executiveHappy to be here.
Jessica Reif Cohen
analystThank you for coming.
Christopher Winfrey
executiveEven if it's virtual. I agree. So thank you.
Jessica Reif Cohen
analystThank you. Charter has performed exceptionally well. I mean you guys have been off the chart during COVID. You've had record net speed data additions, positive video net adds, kind of blown everybody's estimates away, surprised the entire industry. And you've also had the most mobile net adds in the industry. Can you -- well, let's just take parts of that. Can you discuss your efforts to retain subscribers that you gained through the Remote Education Offer as well as subscribers retained through the Keep America Connected Pledge?
Christopher Winfrey
executiveYes. Look, the performance, we've been talking for years about how our operating model is really well designed for all kinds of economic and regulatory climates. I have to admit, this is not the one that we thought of, but it's working well. And we came into the year with accelerating customer relationship growth. We came into this year planning for continued accelerating customer relationship growth. And so to a large extent, we continue to do what we were already doing. We did introduce a couple of offers that were specific to COVID-19 during the course of really late Q1. The first one was Remote Education Offer. And that was essentially our flagship Internet product that we made available to anybody who had a student or a teacher in the household, along with our other products, the Internet portion of which would be free for 60 days. But we're making the Internet available for people who didn't have Internet or needed real broadband speeds. And because it was our flagship product and because people need that map now more than ever, even though we gave it for free for 60 days, it's sticking. And people have a need for it. There's a tremendous amount of value in that. And so there's not a whole lot of retention needed around keeping those customers. The other one was Keep Americans Connected. That was our pledge to the FCC. And what we had there was customers who were existing paying subscribers for all different types of products who had been subscribers or more subscribers and had been good payers in the past, raised their hand because of economic hardships related to COVID-19. Most of them were -- many of them continue to pay even though they raised their hand. But what we did is we suspended collection efforts and we suspended disconnect activities related to those customers. And by the time we got to the end of June, we waived large balances for these customers, put them back into a current receivable standing. They were paying customers before. And for the most part, they're paying customers on full -- the same type of products as they had before. It's the same type of products they have today. And just like they were in the past, they value the products and, for the most part, continue to pay. But the net-net is we came into the year growing customer relationships, and with or without pandemic, I think we're going to continue to accelerate our customer growth.
Jessica Reif Cohen
analystSo outside of managing churn and successfully retaining the subscribers that we just discussed, could you talk about your goals for the balance of this year and for 2021?
Christopher Winfrey
executiveThe nice thing about Charter is we have a pretty clear, simple to understand mission, which is to continue to penetrate connectivity relationships on our fixed network. And so I would say our goals for 2020 and 2021 is to continue our operational execution. It's actually very easily understood by our employees. It's easy to embrace. And it does well inside the community. I'm just so happy to create a lot of shareholder value. And so our goals are going to be continued operational execution with the objective of increasing our penetration on a fixed number of broadband passings.
Jessica Reif Cohen
analystAnd can you talk about your priorities over the next 3 to 5 years for the company? Are they any different?
Christopher Winfrey
executiveNuanced. The mission is still the same, and that is to increase the penetration on the set of passings that we have. But I think there's a recognition, and there has been, since we launched really broadband, that people's definition of connectivity has changed and continues to change. And whether that's around speed, latency, ubiquity, security, privacy, I think we have a path to continue to invest on all of those and maintain our superiority from a connectivity standpoint. So the mission is the same, but we will be looking at continued enhancement of those same attributes that caused us to have a superior network today. And that's what you'll see develop as we continue to invest in the network and maintain the advantage that we have.
Jessica Reif Cohen
analystThe COVID crisis and transformation to work from home has clearly benefited the residential business and probably will for the foreseeable future. But there are concerns about the lingering impact of small business environment. Could you talk about the trends that you're seeing in the small and medium business operators?
Christopher Winfrey
executiveWe mentioned on our last earnings call, we were pleasantly surprised we expected a tough go of it as it relates to small and medium business segment for all the obvious reasons. In the second quarter, we actually had positive net additions. So we fared a lot better than we expected. It doesn't mean that there weren't businesses that ran into difficulty and went out of business, but our ability to still continue to acquire new customers in this environment because of the value of the product that we provide turns out to be a real benefit, whether it's speed or whether it's pricing, or really, it's a combination of both, which equates to value. And so we're not growing at the pace that we -- I think we would be otherwise, but we've been growing, and that's been a pleasant surprise for us. Either way, we're not out of the woods yet. So I don't want to sit here saying that we are -- the pandemic's not over. The economic impact is that certainly not over, I believe, for a while. It's unknown what level of stimulus for either consumers or for businesses will exist going forward. So I'm not here declaring we're out of the woods. But so far, it's gone better than we expected. And either way, I think when we come out the back end, because of the type of products that we have, the way we've invested in those products, our consistency in the marketplace and the value proposition that we offer to those businesses, I think we actually have the opportunity to grow at an accelerated pace because of all those things. And I think businesses may actually be more receptive to that as we come out the back end.
Jessica Reif Cohen
analystI like that, to grow at an accelerated pace. On the other side of that, can you talk about some of the ways that the COVID crisis has impacted the expense side of the business or also the way you approach investing in different segments of the business?
Christopher Winfrey
executiveFrom an investment standpoint, there's -- I don't see any major shift in the way that we invest or the prioritization of how we invest. On the expense side, on the operating expense side, as I mentioned on the Q2 call, there's been a fair amount of noise, and I won't go through the detailed schedule that we provided in the first and second quarter call. But there was a lot of anomalies going on there, whether it's the timing of sports rate fees or payroll tax credits. But maybe on the expense side, the easiest way to focus on that, the most material expense driver now and in the future and the one that I think is the most worth watching is our cost to serve or cost to service customers. And that includes all of our customer care expense, our customer service, field operations, network operations. That line item had an uptick relative to the path that we are on for 2 big reasons. One is we saw more transactional activity in the course of sales and activations doing and service inside the second quarter than I think we've probably ever seen. And then secondly, we accelerated our wage increase program, put us on a path to a minimum wage of $20 for our front-line employees, and we did that in -- really at the end of Q1. And so that's a onetime step-up in the cost structure, which we think has real benefits. But the overarching trend hasn't changed. Our cost per customer relationship, our cost to service each customer relationship continues to go down. I think it will continue to go down even further. And I think the pandemic has really accelerated some of the trends that were already inside the business, the drive to self-installation, the increasing use of digital self-help. And I don't think our curve has changed. If anything, I'm hopeful that our curve of lower cost to service per customer relationship is actually going to get better and better.
Jessica Reif Cohen
analystHas COVID changed anything regarding your network management strategy?
Christopher Winfrey
executiveNot in a material way. What I would say is that, in fact, COVID really validated the investment strategy, not just that Charter's had, but the entire cable industry has had and being able to get ahead of capacity needs by at least a year. And now we benefit from a regulatory and tax climate that actually incentivizes that type of behavior, and I hope that continues. And -- but I don't see any material change in the way that we invest in our networks. That doesn't mean that we didn't have small areas where we needed to address contention, for example, on the upstream in certain pockets, or that we didn't change the timing of certain projects within the year really. But for the most part, I wouldn't say that there's any material way to change our network investment strategy because of the pandemic. I think we feel pretty good that we -- it validates that we've been doing the right thing.
Jessica Reif Cohen
analystI mean despite tremendous growth in the current year, it seems like you're still well positioned to capture broadband share. Penetration's amazingly so into 50% of homes passed. How do you view the overall competitive landscape for broadband currently? Are you concerned about emerging fixed wireless offerings from Verizon into mobile? And do you view -- what is your view on mobile 5G as a substitute for them?
Christopher Winfrey
executiveThere's a lot in that question. The -- I think you put your finger right on the opportunity, which is we're still underpenetrated relative to the network advantage that we have as a result of the investments that we make. Just because we had really good results we had for the past couple of years doesn't mean that it's not competitive. We have competition, and we face competition every single day. It's fierce. It's a lot more fierce than people really like to think it is. And what we benefit from is a pricing and service and packaging strategy that is relatively unique in the marketplace. We've been very consistent around our strategy. We've continued to invest through all different types of market conditions. And through the crisis, in particular, our employees at every single level throughout the company understood and really embraced the fact that we're an essential service provider, and I think that made a difference in our short-term results and it really amplified what I think would have happened anyway. In terms of fixed wireless, it's our job to stay in front of competition. We're watching very actively, and we're running tests on the same type of technologies that they'd be deploying: one, to see how we could use it as an extension of our network; and two, really to make sure that our 10G plans stay well ahead of those efforts. And the final thing that I'd say, you asked about 5G, I think we need to be very careful. We're talking fixed wireless. We're talking mobile. We're talking millimeter wave, mid-band or low-band and you really get to 6 quadrants there if you're thinking about 2 by 3. And I think the easiest way to think about it is we are already offering retail mobile 5G, and we're doing that through our partnership with Verizon. And I think the 5G offering that we have now and what we could have in the future would be a very good extension to our 10G network, which is more tied into residential homes and businesses.
Jessica Reif Cohen
analystWhere do you think penetration -- broadband penetration could be for Charter over the next 3 years? And what can it do beyond that? Like longer term, where do you think you can go?
Christopher Winfrey
executiveYou're begging me to tell a little bit of guidance. But -- so I'm not going to give a number, but you've put your finger on the right point, is that we're underpenetrated relative to the product and the investment philosophy that we have. It takes time to dig out customers, as Tom Rutledge often says, and there's inertia in the marketplace. And so I don't think it's going to happen overnight. But I'd be disappointed if we weren't materially higher in terms of penetration than we are today, the next 3 years, 5 years, 10 years. I think we have a long runway for growth. And I think it will take time to go get it, too.
Jessica Reif Cohen
analystRight. Have you seen an uptick in households taking higher speeds, given new demands in data usage? I mean most kids are still -- many kids are still working -- going to school from homes. There's school at home. Most of us are working from home. What are you seeing going on with residential demand?
Christopher Winfrey
executiveSpeed upgrade activity, we've seen higher amounts of that than what we had seen in the past, but maybe not as much as you would think and maybe not as much as you probably heard from some of our peers or even our competitors. And a lot of that would come down to we're pretty simplistic in the way that we go to market. We want to have the highest speed for the lowest price to create a value proposition that is hard to beat not only at promotion but at RAC rate as well. And so the majority of our footprint, our minimum speed is 200 megabits per second. And so there are customers who have -- and a higher amount of customers who've taken more 400 speed or more gig speed, and it's a marked uptick from where it was, but it's not as much as you might see elsewhere because of the very high starting speed that we already have as a baseline product. So there's a lot of value in that product, and it's very competitive, and it's on the right.
Jessica Reif Cohen
analystRight. And then you've experimented with things like augmented reality. When you think about other high-bandwidth applications, like advanced telehealth, which just seems to be increasing at this point, how much data do you believe average households will require, let's say, over the next 5 or 10 years? And what type of data demand do you think will be generated by peak usage households?
Christopher Winfrey
executiveYes. Look, I don't have a terabyte prediction in front of me, but it's in multiple terabytes, I would say. The -- our network is, and will be, well suited to accommodate that. Right now, we're in the middle of a pandemic and the increase in utilization is pretty significant. But as we look out beyond this, our increased utilization, increased usage that consumers have, both peak customers and average consumers, it was very high prior to COVID-19 and I think it will be very high post COVID-19. So I don't think the overall trajectory has changed. I mean some of the products that you mentioned, if we build a network that has that type of low latency, high speed, high compute capabilities in the network, that paves the way for those type of products. Some of those, if you think about 4K, 8K, preponderance of that type of distribution, a video product as well as holograms and telehealth and e-learning, all of which could be accelerated in the current environment, you could get a pretty big accelerant to the data growth. And that's why we spend as much time as we do dealing with some of those products to really get a handle on what that would drive on the network and what we need to do to actually pave the way for those products to have success.
Jessica Reif Cohen
analystWhat do you think the best pricing model is for broadband? Do you think that the current model of flat pricing for various tiers of bandwidth is the way to go? Will data usage drive long-term pricing? How do you think about it longer term?
Christopher Winfrey
executiveI think the pricing model that we have today works really well, and we don't have any plans in changing it at all. Having fast speeds at an attractive price means delivering the best value of dollars per megabit per second. And we have that throughout all of our markets because of the way we go to market and because of the way that we invest. And we haven't found a better way to do that. We do have some upsized tiers, but that's really a very small percentage of our acquisition. The vast majority of our acquisition is at our flagship product. And over time, I don't see us dramatically changing that. We don't have caps, and we don't intend to. We think we want to incentivize people to use our network as much as possible because that's what distances us from the competition. So I don't see a dramatic way that we'd look at changing the way we price or go to market. It's working well today.
Jessica Reif Cohen
analystIn March, CableLabs released their specs for DOCSIS 4.0. What does that accomplish? What does DOCSIS 4.0 accomplish for Charter's broadband business?
Christopher Winfrey
executiveI think what it does is it gives a universal standard to the marketplace that allows MSOs flexibility in the path that they choose. I think, ultimately, we all get to the same place. But the path, the timing, the capital intensity given where certain networks are today, it gives the operators flexibility of whether they could expect the extended-spectrum DOCSIS path or whether they go the full duplex path. And so you can choose whether you go mid-splits, high splits. You can choose whether you go plus 0. Ultimately, like I said, I think it ends up in the same place. But what I would say is, before we get too excited about DOCSIS 4.0, is there's a lot to still be excited about DOCSIS 3.1. It's relatively untapped in terms of the throughput that it can give us, and there are a lot of tools available to continue to ride DOCSIS 3.1. Those would include the simple, more channel allocation out of video into broadband. It would include increasing the amount of switch digital video usage and freeing up more channels to be used for broadband. It includes going full MPEG-4. And so there are a lot of tools that are available that can really continue to increase the capacity at DOCSIS 3.1 at a very low cost, and we're going to continue to do that. We'll continue to develop the path for DOCSIS 4.0, but like others, there's no rush also because of the capacity that we have inside of DOCSIS 3.1. And we'll make sure that it's a normal cycle as opposed to a big bang upgrade.
Jessica Reif Cohen
analystWhat type of capital do you think will be required to make the transition?
Christopher Winfrey
executiveWell, a lot of the capital that's involved in DOCSIS 4.0 is similar to the type of capital that we're already spending today. Today, we already do a significant amount of virtual splits. We do a significant amount of physical node splits. And could it accelerate some of that while our investment in video starts to trail off? Maybe, but there's no rush to get out there and do big chunks of that today. And I don't think it will dramatically change our capital intensity profile. This year, we're not really spending anything material in DOCSIS 4.0, and I don't expect that we'll be spending that much materially at all next year either. And I think the key point is that our capital intensity or cable capital intensity, I think, can continue to decline as a percentage of revenue despite the fact that we have very high growth rates.
Jessica Reif Cohen
analystGreat. Can you broadly discuss plans to extend Charter's footprint into more rural areas?
Christopher Winfrey
executiveYes. We've been doing that for the past couple of years, and we've been expanding our footprint into rural areas with a higher level of success than what we originally anticipated in terms of penetration, and therefore, ROIs, which means that it's more attractive. And so we've been doing that for the past couple of years. We recently published, I guess, an 8-K that talks at some greater length about that. Right now, we're in the middle of a quiet period as it relates to the rural digital opportunity funds. So I'm going to do just that. I'm going to stay quiet, other than mentioning what we had previously in the past and what was inside that 8-K.
Jessica Reif Cohen
analystCan you talk about Charter's long-term plan, wireless plans and what forms your strategy?
Christopher Winfrey
executiveIt's multi-pronged. The first was thinking about, as I mentioned, the people's definition of connectivity has changed. It continues to change. If you think about your own experience maybe 15 years ago, your broadband connection was defined on an ethernet cable coming into the back of your computer, and then it was how much WiFi you get inside the kitchen in the family environment. Now if you're like me, you get annoyed by if not reaching fully out into the yard the way that you think it should. And you want your Internet connectivity to go with you wherever you go, and you want it to work well, and you want it to work, frankly, the way that it does inside your household with that kind of throughput. And so our first thought around the mobile product was getting into an MVNO relationship that allowed us to naturally extend the connectivity where most of the bits were going over our WiFi anyway. So that was number one. Number two was that we have an attractive MVNO with Verizon. We have an attractive MVNO that allowed us to have profitability on a stand-alone basis, even though that's not how we manage that business. The third is the benefits to cable and whether it's a broadband point-of-sale or whether it's a broadband retention, the ability to bring significant benefits to cable was a big driver. And then finally, the option value that we've often talked about that's inside of our inside-out strategy that allows us to extend that connectivity maybe gives us the opportunity to provide something that's unique in the marketplace and categorize that more as option value than anything else in this.
Jessica Reif Cohen
analystFor a number of years, Charter's discussed building its own small cells to offload traffic in certain areas of the LTE usage. Can you give us an update on your trials and your plans?
Christopher Winfrey
executiveSo I'm in a difficult spot there. I'm going to sound like a broken record. We're also in a quiet period as it relates to CBRS. However, we've talked at length about all the different trials that we've done, about what we'd like, what would make it work, didn't take work. And I guess, technically, I'm not even allowed to update on that, so I won't. I'll just reference people back to what we've said historically. And as soon as we're out of the quiet period, we'll have the opportunity to speak more.
Jessica Reif Cohen
analystIt's been about 2 years since you launched wireless. What were the biggest surprises in like the past 2 years? When do you think you'll ultimately drive wireless penetration?
Christopher Winfrey
executiveLook, I don't -- as I said back, I don't think there's been a major surprise. Frankly, we have Comcast to thank for a fair number of that. We have a productive JV with Comcast around wireless. And we're both regional operators in this, so we're competing against national operators. And they were extremely helpful to us in helping us launch in a way that there weren't a lot of unexpected surprises. And you can -- you could quibble around being in the retail handset distribution model. It's a little different than set-top boxes. They're highly valuable. It's not often they have people trying to steal set-top boxes. But you do have that as it relates to phones. So there's been things that we've needed to learn there, but there haven't been any big surprises. And our success in the marketplace is what we expected. And -- but it's getting better, too. I wouldn't say that we're at full operating capacity. You asked about the potential. We're getting better every day about the way that we go to market, the way that we transact. We're trying to transact at every customer interaction that we have, the yield that we're getting out of that distribution channel. And so I'd say it's still early days, and I think our ability to continue to accelerate growth is there. And I struggled to understand -- similar to broadband. You'd say broadband, why are you only at 50% penetration? Well, it takes a while and there's inertia. Same thing exists in the mobile marketplace. But when you look at it and think about -- we have the ability to give customers the fastest all-in connectivity on their mobile device because of the combination with our broadband and do it at some of the very best prices inside of the market. That's a pretty attractive proposition. And I think it has more runway to be able to market that way to drive continued penetration gains. So I don't see us tapping out for a long time.
Jessica Reif Cohen
analystAnd one last question on this subject, then I'll move on. But where do you think -- what kind of margin and cash flow do you expect with the wireless business when you finally reach scale? What do you expect?
Christopher Winfrey
executiveWe publish a -- maybe to our detriment, but we publish a stand-alone P&L as it relates to mobile today. We've done that really for the capital markets. That's not how we think about the business. It's not how we manage it. We've really done it as a defensive communication strategy with investors to illustrate to them, a, transparency; and b, that even on a stand-alone basis, without any benefits to cable, it has a path to profitability and it will get there. And that's really to demonstrate good stewardship to the capital markets. The way we think about it really internally is the combined product that we offer. We don't have a fixed line voice P&L. We don't have a fixed line broadband Internet P&L, and we don't have a video P&L that we look at and study. We think about the entire -- the totality of the products in the household in our consolidated cash flow that we're driving into the business and the potential for growth over time. And so we'll continue to publish that to the point where -- I think we've demonstrated that it could be stand-alone or is or could be profitable on a stand-alone basis. But then beyond that, I think it's just going to look like another one of the products that we have today.
Jessica Reif Cohen
analystRight. So let's go on to video. In the second quarter, you gained video subscribers for the first time since the fourth quarter of 2017. The industry as a whole lost more than 1 million subscribers, and that was the eighth consecutive quarter. Could you just -- like, what do you think the main drivers of outperformance were versus the industry, but versus even your cable peers?
Christopher Winfrey
executiveYes. Look, I don't want to slight our marketing and sales team because I think they've done a great job. I do think that the way that we go to market, I think the products that we have and that we've continued to develop as ways to segment the marketplace, the fact that we still have flexibility in some of our programming contracts may not last for much longer. But today, we have that flexibility, and it's worked out well for us and it's worked out well for the programmers actually, too. But at the end of the day, in Q1 and Q2, the biggest driver, I think, to our video performance relative to the marketplace is we sold a boatload of broadband. And when you sell that many broadband connections, there's a lot of video attached that goes along with that, both for the regular expanded basic as well as the streaming packages that we have. And so there's a sell-in that takes place as a result of just more sales transactions for connectivity. And so I've often talked about how having a very competitive video product is actually really important to broadband. But in this case, because there were so many broadband sales coming through, it had a real pull-through effect on video as well. I'm not here to tell you that that's going to exist forever. I think that because we're confident in ourselves, I think we have the ability to outperform the market. But I think the market continues to decline. And whether we have net adds or net losses, and I think it's probably more the latter over time, really what matters most to us is having a competitive video product that is very supportive of the broadband sales and retention. And we think about it, as I mentioned before, really about a package of services.
Jessica Reif Cohen
analystWhat do you think the floor is for traditional pay-TV subscribers? And what are the determinants of that?
Christopher Winfrey
executiveWell, it's a little bit different than broadband. Broadband, I have a lot of confidence ability to predict where the market goes and where I think we are inside of that. The video space, because there are a lot of external factors out there, you have programmers that are, in many cases, falling apart. You have competitors who are often selling at a loss. And you have the same programmers now become -- trying to become distributors without an understanding or capability as it relates to security. All of which means that you're competing against either loss leaders or you're competing against free, which makes it difficult to predict, where does the market go and where is your place in that and does it get rational over time. And so far, that hasn't been the outcome. But it doesn't -- because there's very little profitability left in the video business for us, it doesn't really matter if we're in a net loss situation on video. What really matters is that we have a competitive video product that supports the other connectivity services to create broadband but also mobile. When you think about video's place in the mobile industry and mobile's impact on broadband and how those all work together, I think that's why video still remains important to us despite all those pretty ugly trends that I mentioned before.
Jessica Reif Cohen
analystRight. Well, some of the professional sports leagues have returned. The questions remain around college football and NFL. Would you be open if programs were willing to sell sports as a separate package?
Christopher Winfrey
executiveI'm not the head of product, and I'm not the head of marketing, but I think we would be thrilled with the opportunity to have more flexibility in packaging our services, our video services to customers. And I think we could -- and pockets of the market really grow as a result of having rightsized video packages for consumers. I don't see that happening anytime soon because so much other content is really tied to it and piggybacks off the sports content, which is what makes the entire package as expensive as it is. But yes, if we had more flexibility, we'd sell more video. And we could, I think, collectively, as an industry, I think the traditional MVPD space can return to growth if we were allowed the flexibility to go package and use the information that we have about our consumers to actually grow the video space. But I don't see that happening anytime soon.
Jessica Reif Cohen
analystRight. Do you just try to need a more advanced user interface with voice remote, similar to what Comcast already has, Altice has?
Christopher Winfrey
executiveSo park the voice remote. And some of this comes about because of the legacy user interfaces, but we have a very modern user interface, and it's available for new connects on spectrum guide, which has been for a few years now. So it's a pretty populated base, and it's across all of our devices. So whether that's iOS or whether it's Android, Apple TV, iPhones, laptop computers, PlayStation, all the Samsung TVs, and it's the same spectrum guide across and we think it's actually very modern. And I think it's as good as anybody else's guide. I would admit, we don't have a voice remote right now. And because we were so focused on the integration, that wasn't our #1 priority and it's probably a piece that's lacking. But the guide itself is well liked and it's ubiquitous across our footprint, and it's available on all of our devices. And I think it's quite good. Beauty is in the eye of the beholder and we like ours.
Jessica Reif Cohen
analystRight. I'm waiting for your voice remote, but anyway. Can you talk about Spectrum's pricing and packaging strategy and how you believe it differentiates you from competition?
Christopher Winfrey
executiveYes. So our view on pricing is to keep it simple. We don't -- our products don't come with contracts. We generally don't charge taxes and fees. We like to have low prices per product with very clear roll-offs of where it goes and ends up in a rack rate. And the idea behind that is you incentivize customers to take more products in the household from you, which means that you can actually have low prices but increase your revenue per household relative to what you would have done otherwise. When you do that, you -- and not have a great mixture of different tiers and try to price differentiate along the way, try to put the best value product that you can enhance to all customers, they all want high speeds and they want it at a fair price. They may be leaving something on the table when you do that, but your operating infrastructure ends up being much more simple, clear-cut, it's easier to train, you get better quality. All of our employees are effectively in-sourced, and so they have a training and progression path with us. It makes it easier for them and it makes the quality of our service better, which means that we have less calls, which means our operating cost per customer goes down. And it means that we have lower churn, which means our ROI per customer relationship goes up despite the fact that we had lower pricing. And all of that's actually somewhat easy to understand. It's difficult to have the discipline to consistently go implement and resist the temptation to take rate just because you think you can. When you do that, you impact your volume, and our strategy has been much more about growing the marketplace, putting our product in the hands of more people and, by doing that, getting better ROI and customer acquisition. You're getting a better ROI on the network investments that we make with higher penetration capacity and a higher penetration per household of products, which means that despite having low pricing, you can -- and having high investments, you can have actually better EBITDA margins and you have better free cash flow over time. And that's been our operating strategy and it's worked well, and I don't see it changing.
Jessica Reif Cohen
analystSo on that topic of margins, volume margins have been growing quickly. You're still relatively at the low end compared to other public cable operators.
Christopher Winfrey
executiveI would jump in, we're the highest growth and that has an impact on the margins, too. And so you can't look at margin without taking a look at growth, but yes.
Jessica Reif Cohen
analystYou are the highest growth, but where do you think -- where do you think you'll drive margins over time? And what will you do to achieve that? Do you need to change?
Christopher Winfrey
executiveI don't -- yes. I think growth -- kidding aside, I think growth has an impact on your short-term margins. But when you're growing high, it means your effective margin is actually much higher than what you're showing from a financial statement perspective because you're driving so much growth and investment in that activity. At some point, you'll see that continue to -- and we've been continuing to increase year-over-year in a pretty steady way. I don't expect that to change, but it isn't actually how we manage the business. We don't look at margin when we do our budgets. It's not even a point of consideration for how we look at the financial performance. We think about it in a multiyear view of what's the free cash flow generation in total for the company and what's the free cash flow per share generation over time and what's the growth rate on that look like. And importantly, not just over a 1-, 2-, 3- or even 5-year time period, but what's the sustainability of the free cash flow per share growth rate that you have and the things that you're doing today. And so we would happily give up free cash flow today or margin today for the opportunity to have higher free cash flow per share in a reliable way in the future, and that's the way that we've really managed the business. That doesn't mean -- I'm not sitting here saying that I don't think EBITDA margins will continue to increase. They have, and those factors that exist inside the business are lowering cost to serve or customer relationship. The product shift mix -- mix shift that's going on in the business, all of that argues for continued margin expansion growth. But I don't feel that -- it's not the litmus test for us, how we compare to others. There's nothing structurally different about us than others other than the growth rate and the way that I think we think about the business for a longer-term growth profile.
Jessica Reif Cohen
analystRight. So you just said your pricing strategy has been focused on driving unit growth. So talk about the commercial business, but so many small businesses are struggling to survive due to the current pandemic. Has that caused you to adjust your pricing plans at all? And when do you think you'll see a convergence of revenue growth to customer growth in the SMB side, small mediums?
Christopher Winfrey
executiveYes. So our pricing was already very attractive relative to the competition with higher speeds, generally better product offerings. What we have had to do, particularly in the SMB space, but also the enterprise spaces as businesses were shut down, particularly early on in the pandemic, and we disclosed the amount of this activity, but we had a fair amount of customers who went on a seasonal program. They were shut down either fully and so we suspended their services and their billing or certain lines of their business. For example, a bar-restaurant that was still open for takeout, maybe we suspended their video but kept their internet and turned up and running. And so we worked with those customers to actually modify their plans that way. Most of that, if not all of that, has now ceased as the economies have broken back up, and there's less need for that. It doesn't mean that these businesses are all doing well or that all of them have survived, but they have a very attractive product from us today, and it's not going to be our product pricing that dictates whether they survive or not. If they do, they have the best product, the best pricing they want in place. And if they don't, the businesses that come behind you replace them, we'll look like a natural place for them to start as opposed to what would have been the incumbent. So that's why I think our opportunity to grow at the back end, once we're through all of this, may actually be enhanced.
Jessica Reif Cohen
analystRight. Well, of course, another area that's been challenged due to COVID has been advertising. Can you talk about your expectations for the advertising market for the back half of 2020 and into '21?
Christopher Winfrey
executiveYes. As you know, advertising is very near and dear to me. And David Kline, who you know, and the team there, they've done a really fantastic job through the most challenged part of any of these businesses during this crisis. I mean what we saw really in the trough inside of April was pretty impressive in terms of an advertising collapse. And our team stayed fully engaged working with all of our customers, even though they weren't buying additional spots at that point in time. But we've done ways to work with them to provide them free video, spot production, bonus campaigns, different type of activity along the way. And as I mentioned on our Q2 call, from April to May to June, and I think I might have even -- I don't remember, I might have given a little indication how July was going as well, we've seen a steady progression coming out on our core advertising. So that core isn't totally repaired, and it -- maybe it will be by the end of the year, but that depends a lot more on the economy and stimulus. Political advertising in the back half of this year is going to be a godsend, and it's going to cause us to feel a lot better about the back half than maybe we would have otherwise. But the key points, our core is recovering long term. There's nothing that's impaired there. And political is going to cover up in all likelihood for Q3 and Q4 some of the ongoing difficulties that we may still have. But it's improving, and I feel pretty good about it.
Jessica Reif Cohen
analystTwo quick topics. I don't really have time, but I just have to cover 2 more things. On CapEx, you said that capital intensity will decline. How should we think about that in 2021 and beyond? Where do you think it will go?
Christopher Winfrey
executiveSo some of that depends on growth, and we don't want to be pinned down. If we had -- if we saw -- if I saw the opportunity to grow faster and we had to go against what I'm about to tell you, we would happily do it, and we would explain ourselves as to why. But I expect our cable capital intensity to continue to decline for the next couple of years absent any big opportunity to really grow. And so if something changes on that front, we'd certainly articulate that, isolate it and tell people why, but that's not what I see today. That's really the outlook we have. I don't want to give a dollar forecast. We're not going to provide guidance, but I think the trends that you see in the business today are set up to continue for a decent period of time.
Jessica Reif Cohen
analystAnd then finally, of course, the obligatory, how do you prioritize capital in terms of either reinvesting new business, share repurchases, M&A?
Christopher Winfrey
executiveYes. I think since I got to Charter in 2010, and Tom was announced in late 2011, it hasn't changed. Our view is if you have an opportunity to invest in higher ROI projects inside the business, that's the first quarter call. Why? Because it enhances all the other capital structure activities that you do and it gives it longevity. So investing in high-quality internal ROI projects. Accretive M&A, by that, you have really the litmus test, is can you buy somebody else's shares at a more attractive ROI than your own? I mean, for example, cable operators. And there was some confusion around that on our last call, but cable M&A in particular, can you buy somebody else's shares at a more accretive rate than buying your own because of synergies or accelerated growth rate? And then finally, if those don't exist or if you have additional excess free cash flow, we do share buybacks. But those share buybacks, they work best when you have a fantastic ROI in the core business and you continue to invest in the core business, and it's a virtuous circle in terms of how attractive those become over time based on how else you're deploying capital. And that's why investing in the business is first quarter call for free cash flow.
Jessica Reif Cohen
analystOkay. With that, Chris, we're over time. But thank you again for joining us this year. It's great to see you.
Christopher Winfrey
executiveThanks for having us. It's good to see you at least on video. All right. Take care.
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