The modern tech-based television is characterized by implementation of Internet technologies which promote a rapid development of new forms and methods of cooperation between TV channels and TV viewers. The article focuses on key sources of funding at the current stage of the development of television industry: advertising revenues, subsidizing as well as subscribing assets. The paper provides analysis of the daily percentage of the most popular TV channels and reveals direct correlation between popularity of the channel and its revenue growth. The author defines prerequisites for emerging quite new form of financing - OTT platforms.