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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.

He wrote recently about bundling, how bundling is kind of becoming something that's sort of reproducing the traditional cable package but among streaming services and I was curious what his thoughts were about niche streamers and bundling. Do you think there was some kind of prospect for them from that perspective? Ross Benes:. Some of them already do. Shudder is with AMC+.

So the fact that they come from a legacy media background means that they have contractual obligations still in that cable TV universe, where you don't have as much control over seasonality of programming as Netflix does. The other thing that I think gets in Disney's way is that its streaming portfolio is also three very separate brands.

We know the differentiator that it creates when we think of traditional cable providers and streaming services. But they're just late to the game and I have serious doubts that it would work at this point. I think they should reconsider. Maybe they should rebrand as the only streaming platform with no sports content. Zach Goldner:.

Marcus Johnson (22:11):. ... from investment companies, yeah, no more of that, or streaming services that were actually in fact cheaper than cable, also gone. Yeah, we estimate that online returns volume will grow around 4% this year and each of the next few years. That's going up. How do people return items?

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.

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.

Yeah, the share of households that still have traditional paid TV, cable if you will. This year, 40% of households still have it, so there's a lot of folks, but yeah, they could already have streaming, but to your point, the share of wallet moving more and more over.

Am I think of the Cable Guy? Bill Fisher:. Maybe. Marcus Johnson:. Nevermind. I haven't seen the film, which is evident from my response. Bill Fisher:. This was a movie that told us the perils of virtual reality. It was based loosely on a Stephen King novel. Anyway, the CGI used in that movie only accounted for eight minutes of screen time, and it cost half a million dollars.

That's sinking as cable subscribers leave, and streaming is supposed to be its lifeboat. Paramount+ has over 60 million subscribers and it's got some hits; Max said Yellowstone, but it's lost over $1 billion in the first nine months of last year, and seems years away from breaking even. For our final argument, we're talking about IKEA and whether they can save the mall, is question three.

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.