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So I think the important thing to realize here is that this is going to help them protect some of the cable subscriber fees that they're losing, but it's not going to protect them from the people who never watched a second of ESPN but were paying for it as part of their cable bundle. So this is going to help them a little, but not a lot.

So it goes, just for context for folks, in terms of the ranking of where Americans spend their time streaming things, basically watching TV, whether it's streaming or cable or whatever, YouTube's first with 11%, Netflix has eight, then it's Prime Video with three and then... So that's your top three. Then you've got Hulu, Disney+, and Peacock with just over 2%.

So it's like cable in the same respect that it is not dropping off a cliff. It is going down a little bit each year rather consistently, but it's pretty resilient all things considered. What's happening by age when you scratch below the surface with regards to that TV time, Jenny? Jennifer Pearson:. Right. Yeah.

That Thursday night game was simulcast on regular TV, broadcast TV, not just cable and on Peacock and on YouTube TV, NFL package, which seems... I mean that's the sweet spot actually. It seems like this is the kind of numbers they can achieve when they put those games up everywhere.

Fisher of Axios noting that news publishers with large video archives think broadcasters and cable networks will have more leverage than text-based businesses because video archives are less available for bots to scrape. Marcus Johnson (15:12):. Daniel, I think you touched on this. This is an interesting point, which is why these companies are struggling to provide a unified front, and Ms.

It just happens to be delivered over the Internet instead of over cable or satellite. Because if you are annoyed by ads, and there's no reason why you would be less annoyed by ads just because you're watching CTV, then you're going to do what you've always done, which is basically tune them out, walk away, mute as you said. So I don't see that changing.

I expect the Disney Plus, Hulu, ESPN Mega Bundle at a considerably higher price point to shift the landscape of what we're used to because it will provide a genuine replacement for your entire cable package, that it will be able to provide something for the entire household with your shows and your sports and your kids' stuff and your nerd content.

The live sports is like that last frontier before the streaming platforms become what cable providers are already, right, so that evolution back to what cable and satellite is. So, in a way, it almost feels like they have to try. I just think that this celebrity golf tournament isn't really that. It's more like a PR thing at this point, right? They really need to try.

I thought a final point here, as an interesting note, Sarah Krouse and Miles Kruppa of the Wall Street Journal noting that YouTube's participation at the upfront's underscoring how it has largely shed its reputation as a provider of prank and cat videos and grown into a global entertainment hub that is gaining ground as customers part ways with traditional cable providers and embrace streaming.

So if the younger generation is watching less premium video ad-supported cable, whatever, and spending more time being entertained watching TikTok videos and Instagram Reels, what that means for ad-supported in general is that the opportunities to have longer video advertisements, whether it's on AVOD, cable or even pre-rolls and mid-rolls on YouTube, that is really diminishing as ad-supported diminishes

The idea that it's just all dancing, lip-syncing teens, it's horribly out of date," she says, "And that the TikTok of today is more like a cable TV giant or a streaming service, crushed into an endlessly scrolling feed.". So we'll start with that question, Jasmine, "Is it?" Is TikTok, should it be looked at more as bite-sized TV?" And overall, what did you think of the piece? Jasmine Enberg:.

Most of ad spending still broadcast TV, 5 billion, then cable, and then spending on Google and Facebook about 1.6 billion of the 11. $11 billion in context. I believe you're pointing this out. Total political ad spending and growth exceeds the travel industry, which will give over $7 billion to US digital ads in 2024 according to our forecast.

And that's the part of the time you're looking at your fancy connected TV where you're using internet connected applications, not the part where you maybe you are watching traditional cable if you are. Oscar Orozco (08:29):. Exactly, exactly. Marcus Johnson (08:30):. So yeah, that I thought was fascinating.

Carson, so he regularly averaged over 3 million viewers on his Fox show, which made his show one of the highest rated on all of basic cable. He's got 7 million followers on Twitter, and his I'm back video announcing his move to Twitter got 22 million views.

It is an interesting story and yeah, you would've thought that no one watched cable TV. Not true, 40% of households still have it. You would've thought no one watched TV anymore. Not true. Just under three hours, is what you're saying, Ethan? Ethan Cramer-Flood:. Three hours for the whole population, four hours among people that still watch. Marcus Johnson:. Right. Okay. Okay. Very nice.

I mean, I know I get my phone out whenever commercials come on TV and a lot of us also don't necessarily have cable subscriptions either. So whenever the commercials come on, Gen Z might tune out. And so finding different ways to reach them, meeting them where they are, going back to that, might be the way to go. Rob Rubin:. I read this in Morning Consult that 27% of Gen Zers watch TV every day.

So there's wall-to-wall coverage of the Olympics pretty much at every hour of the day on three separate channels, two cable channels, The Sports Network, Sportsnet, and TSN. Then, the CBC, Canadian Broadcasting Corporation has wall-to-wall coverage as well, so there's a ton of content available on linear television.