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Broadcast and cable would pretty much be neck and neck at about 20%, cable falling a bit faster than broadcast. And then you have 14% for other. Paul, what do you make of that, those kind of shares if we looked at how people are going to watch TV in 2026? Paul Verna (15:13):.

Previously, Amazon鈥檚 interactive ads on TNF broadcasts were largely limited to the company鈥檚 Fire TVs. This season, interactive formats are being rolled out to other smart TV devices. The slew of new advertisers can be seen as a stamp of approval for those ad innovations. Amazon has said that ads on TNF generated a 70% higher Google search rate than those on broadcast and cable.

In the past, TV networks have recovered cord-cutting losses by raising ad prices. Yet, in 2023, primetime upfront costs per thousand (CPMs) are forecast to drop 2.7% for broadcast networks and 5.0% for cable, per Media Dynamics. 2. Seeking profitability, streaming services are raising subscription prices and getting more serious about advertising.

As economic uncertainty lingers, the dust has yet to settle on the TV currency battlefield. We review what鈥檚 changed since last year and which networks support which Nielsen alternatives.

Regional Sports Networks, already struggling due to the decline in cable and satellite subscriptions, might face additional challenges as more national games move to broader platforms. While the league鈥檚 embrace of streaming aligns with industry trends toward digital media, it鈥檚 natural to expect some resistance from linear TV audiences that don鈥檛 have access to Prime Video.

Our take: The introduction of Venu Sports could significantly affect the sports streaming market, providing a robust alternative for sports enthusiasts who have moved away from traditional cable. By consolidating numerous sports channels and live events into a single service, Venu Sports has the potential to simplify how fans access and enjoy sports content.

鈥淭he dispute still raises questions about the viability of the cable bundle and the streaming business model,鈥� said Insider Intelligence principal analyst Paul Verna. 鈥淭he structural problems with both of those paradigms will not only continue but accelerate.鈥�.

They're getting more coverage, which is maybe being driven outside of TV perhaps, it's the other stuff that is raising the profile, but it's still event viewing. I still watch the sports on TV. My Gen Z kids still watch sports on TV, but it's the other stuff around it which is changing. Marcus Johnson:.

Time spent watching TV in 2024. You're right, Jenny. That is one of the activities that we are seeing go down, three hours and 40 minutes at the moment. But if you look at that time from 2021 to today, to 2024, over those three years, time with TV would've lost about 15 minutes. So it's like cable in the same respect that it is not dropping off a cliff.

US TV viewers were down 22.1%, according to our estimates. The US CPI was up 2.6%, according to the Bureau of Labor Statistics鈥� latest data for January 2023. That said, there鈥檚 one metric that鈥檚 actually ahead of Super Bowl ads: average costs per thousand for primetime upfront broadcast and cable ads.

We've been talking about the death knell for television for a long time, but ESPN being just freely available without cable would be oof. That's bad news for TV. Marcus Johnson:. Yeah, the price would be fascinating to see how much they price it out at. Oscar. Oscar Orozco:. Yeah, I mean I agree with the guys here.

On today's episode, we discuss whether watching TV with other people ruins the potential of targeted connected TV (CTV) ads, who's winning the CTV advertising race, and how CTV stacks up against traditional TV ad spending. "In Other News," we talk about Netflix's road map for video games and what to make of its 1 million user milestone for its ad tier. Tune in to the discussion with our analyst Paul Verna.

Take the NFL, for example, whose games are now split across cable, its own NFL+ streaming service, Thursday Night Football (TNF) on Amazon Prime Video, and Sunday Ticket on YouTube. It鈥檚 a similar case for Major League Baseball, whose games are split across cable, YouTube, Apple TV+, TBS, and more.

On today's episode, we introduce you to the FAST (free ad-supported streaming TV) services (e.g., Tubi, The Roku Channel, and Pluto TV), explain how they became so popular, and look ahead to see what their ceiling is. "In Other News," we talk about whether the advertising space is on the mend and how significant of an ad player Microsoft is. Tune in to the discussion with our analyst Ross Benes and director of Briefings Jeremy Goldman.

Yeah, you know 46% of brands and advertisers say they're allocating spending to Peacock for this year's upfronts making it the third most desired platform behind YouTube TV and Hulu, interestingly. And then I was looking at Nielsen's Gauge, which looks at TV consumption. Where are people spending their time when they're watching TV? 1% of all TV consumption is on Peacock.

The other part of this is if you look at Nielsen's gauge in terms of where people spend their time when they're watching TV, if you take these services individually, outside of YouTube, we're not talking about, but Netflix, which has 8% of the share of time people spend watching TV. Prime video is about half that with 3%, and Hulu as well.

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.

It's kind of a mini digital cable. However, you don't get all the stuff you used to get with cable. You still have to pick and choose things to create the right service for you. Lots to work out. We'll keep an eye on it, but that's what we've got time for the story of the week. Let's move now to a game. We call it the Super Duper Game. How does it work?

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 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.

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):.

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.