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For the rest, viewing cuts into subscription and transactional video services as well as traditional TV. This means FAST viewership is contributing significantly to ad spending growth on CTV. Sports properties continue to flow to digital, increasing CTV ad inventory and monetization.

TV formats including national broadcast/cable, local broadcast/cable, and addressable were significantly lower in the pecking order. What should marketers take away from our TV and CTV ad spending forecasts? The golden age of TV is in its golden sunset. The days of an upward trend in US TV ad spending are behind us.

The over-the-top (OTT) streaming landscape is rapidly becoming as crowded as the early days of cable TV. It is vital that marketers understand the scale, reach, and prospects of the various players in the industry.

The pivot to streaming won’t include everyone: Millions of consumers will remain without streaming in coming years. Here’s how brands can reach them.

While competitors like Comcast consider spinning off cable assets, Murdoch confirmed Fox has no such plans. That’s because political and live-event programming continue to drive cable revenues, distinguishing Fox from peers facing more significant cord-cutting pressures.

Cutting the cord: Comcast is considering spinning off cable network assets like MSNBC and CNBC, potentially forming a shareholder-owned company. This move would allow Comcast to shift resources toward digital growth and place greater emphasis on Peacock’s expansion. By separating traditional cable from its high-growth streaming sector, Comcast could better adapt to the current media landscape.

CNN launches $3.99 paywall: It’s a bid to grow digital dollars as cable viewership and revenues decline.

DirecTV and Dish Network attempt to claw back linear TV’s power: A proposed merger would create a pay TV giant that could help it in carriage negotiations.

-based subscription video services (Netflix, Disney+, Hulu, Prime Video, Max, Apple TV+, Paramount+ and Peacock) and major broadcast and cable networks during January 2020 and August 2023. Luminate provided data on the networks' content output, including premiere dates, season counts, genres and renewal status, which was analyzed by the Variety Intelligence Platform.

On today's podcast episode, we discuss who's leading the ad-supported vs. ad-free video streaming race, how much money is coming from both avenues, and how streaming will differ from (and look the same as) cable in a few years. Tune in to the discussion with our analyst Ross Benes.

Ad-supported subscription plans appeal to price-conscious consumers who are willing to watch ads in exchange for paying a lower monthly fee. But Netflix and Disney+ shouldn’t bank on premium subscribers wanting to trade down. Ad-free subscribers aren’t interested in downgrading.

Looking forward: 2023 marked the start of a major effort among streaming services to crack down on password-sharing and drive consumers toward ad-supported subscription tiers. Those efforts led to strong revenue and subscription growth for companies like Netflix and others, which offer large libraries of content akin to pay TV providers, albeit at a much lower cost.

Sub OTT video service users are individuals of any age who, at least once per month, watch video via any app or website that provides paid subscription access to streaming video content over the internet and bypasses traditional distribution. Examples include Amazon Prime Video, Disney+, HBO Max, Hulu, Netflix, and YouTube Premium.

A quarter of US adults recently cut their spending on video streaming subscriptions due to inflation, per a Morning Consult survey. Slightly less cut back on music streaming subscriptions (24%) and cable or satellite TV (23%). Across all entertainment categories studied, more adults either didn’t pull back or didn’t pay for the product or service in the first place.

On today's episode, we discuss how recent YouTube TV price hikes will affect subscriptions, whether streaming TV actually costs less than cable, and if a sports streaming hub is a viable product. "In Other News," we talk about what Roblox's new ad rules will do to the metaverse and why Walmart+, Walmart's membership program, is resonating with high-income shoppers. Tune in to the discussion with our analyst Daniel Konstantinovic.

Ever fewer households are willing to pay high prices for TV via a cable box, and that same trend will likely take hold for digital pay TV. When digital pay TV subscriber growth eventually turns negative, some providers will exit the market, while others will seek consolidation through mergers and acquisitions. DoorDash and Uber Eats are cashing in with groceries.