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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.

TV did get a bump in 2016, but it also had the Summer Olympics, so maybe that gave it a bit of a bump. So it's hard to know to parse it out and say, "Was this just Trump related because he got voted in?" Social media also did slightly better in 2016 than it had done in previous years. So it's hard to know exactly, but there was something there. (10:00):.

I like to think about it compared to what cable channels used to be. People would turn on their TV and just flip through the channels without even having a guide, and they just wanted to be given content, not necessarily knowing what that content is. So with that, it's people being force-fed this content and not them deciding upon themselves.

That's just TV, linear TV viewership, right, Bill? Bill Fisher (24:21):. That was just TV, according to Guinness. Yeah. Paul Briggs (24:23):. Yeah. I think nowadays, the total number is going to be ... That number will probably be similar, but it'll be splintered between digital and linear, obviously. Bill Fisher (24:34):. Indeed. Okay, our final question. Lots hanging on this.

That has not stopped TV networks, and consumers accept that if they're watching a movie on cable, for example, that they will see ads. At least audiobooks have breaks kind of built in, right? There are chapters and they're longer, they're not meant to be consumed in a single sitting. So as long as platforms don't overdo it, audiobooks can definitely be an effective vehicle for advertising.

According to Nielsen's Gauge, Peacock accounted for 1.6% of all TV time in January, Paramount+ was 0.9%. Combined, that's 2.5%. It's good enough for fifth place. That's of all TV stuff, not just streaming. All TV watching, this combined service could be 2.5%. That's behind Hulu's 2.7%, but ahead of Disney+'s 1.9% share of TV time. And secondly, investors may be getting impatient.

The flip side of that is very specific to TV where we've seen that TV is still really popular. A lot of people spend a lot of time watching TV and advertising dollars have fled from it much more quickly than people actually have. Now, there's reasons for all this. We'll spend some time talking about all the reasons. There's digital.

On today's episode, we discuss whether the most watched program in the US (the NFL) has a looming viewership problem, Disney+ and Hulu joining forces, whether the free returns party is over, ride-hailing apps giving mixed messages, YouTube viewership on TV screens, the best-selling video games in history, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood and analysts Ross Benes and Paul Verna.

You've got small players like Pluto TV, they're smaller than Peacock or Max or Roku Channel or Tubi or whatever, but they're bigger than someone like a Shudder. So I mean, what would you say the definition is there? Ross Benes:. Well, I don't think niche applies to the audience size necessarily. Pluto TV has sports and crime and drama and comedy.

Not TV versus CTV, TV versus the field. Ross Benes (04:06):. Yeah. Linear TV for the first time will not be more than 50% come 2026, for sure by 2028. Marcus Johnson (04:14):. Okay. So I saw that political CTV ads account for about half of all digital political spend, so they account for quite a lot. But you're right, there are a lot of different media types and so this is, okay, TV versus the field.

On today's episode, we discuss whether there's room in people's streaming lives for the new service "Max," the significance of Montana preparing to become the first state to ban TikTok, why Expedia wants ChatGPT to be your travel advisor, a March Madness finals ratings surprise, YouTube TV launching its multiview feature, where the tradition of sports jersey numbers being retired came from, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, director of Briefings Jeremy Goldman, and director of forecasting Oscar Orozco.

TV is king in Quebec. Television viewership in Quebec is significantly higher than in the rest of Canada. The gap is mainly due to a history of quality content production from Quebec鈥檚 鈥渟tar system,鈥� the term most often used to describe locally produced entertainment and celebrity culture. Francophones spend 35% more time with TV than Canadian adults do on average.

And if you look at our figures for cord cutters, people watching on traditional cable or satellite versus people who have cut the cord and are watching on digital-only platforms, those numbers continue to trend in the opposite directions. Of course, with streaming growing, so it would just make sense that the Super Bowl is going to reflect that. Marcus Johnson:. Mm-hmm. Paul Verna:.

Well, this capability has always existed with streaming services and it was one of the selling points of moving away from the cable bundle into the streaming era.

That compares to the average US monthly cable bill, sorry, the ranges that I found were all over the map. So at the low end there were $80, so we're still like $15 under that, and it's 220 at the high end. So even if you're bundling all of these streaming services on your own, stacking up against the cable bill still looks pretty good from my perspective.

On today's podcast episode, we discuss why Disney+ is losing users, what a Disney+ password-sharing crackdown would look like, and the impact of ESPN Bet. "In Other News," we talk about what the Alliance of Motion Picture and TV Producers is offering at the latest writers strike negotiations and why The Roku Channel has become a legitimate player in the streaming wars. Tune in to the discussion with our analyst Daniel Konstantinovic.

Yeah, I mean I think it will work as long as they do it and as long as the scale is appropriately impressive and made for TV sports events kind of have a bad reputation right now because you often think of sort of ridiculous, maybe like a boxing exhibition between Logan Paul and Mike Tyson or these one-on-one golf tournaments that are just for TV and they don't really have any stakes.

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.

While cord-cutting of traditional cable subscriptions has been evident for many years, this new form of entertainment culling is taking shape as household finances get squeezed in uncertain economic times. It鈥檚 also partly due to an overabundance of choice. Almost a third of adults polled by the Angus Reid Institute canceled a streaming service in 2022.

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

Will people start to listen to more music on their TVs, or they start to game more on their TVs, or they maybe even start to do some social networking if it's easier to log in and out of your profiles, especially with people having TVs in every room of the house. So, what would that makeup look like in terms of the activity on the device? All right. Let's check the scores heading into round four.