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Both Paramount and WBD saw TV revenues decline in Q4, with WBD鈥檚 dropping 5% to $4.77 billion. In response, WBD is separating its assets into two divisions: Streaming & Studios and Cable TV Networks, a move that mirrors broader industry trends toward consolidation. As legacy media struggles, the ability to transition to streaming-first strategies will determine long-term success.

CTV time鈥攚hich does not include traditional cable TV viewed via a CTV, but does include all forms of OTT streaming, digital pay TV, digital audio, and other apps accessed via a CTV鈥攈as risen rapidly in recent years. We project it will finally catch up with old-fashioned linear TV in 2026. Click here to view our various forecasts for US time spent with media, by device.

Fox acquires Red Seat Ventures: As audiences shift from traditional TV, The company is expanding its digital-first media push.

Paramount performed similarly, with TV media down 13% YoY and ad revenues declining 21%, largely driven by losing the Super Bowl to Fox. Legacy players are combatting these losses by shuffling assets. WBD may separate its cable TV unit, Comcast is spinning off its linear assets, and Paramount is banking on a merger with Skydance.

Linear still generates significantly more ad inventory than streaming, with cable and broadcast linear TV accounting for nearly 90% of time viewers spent watching ads on TV screens in Q2 2024. This is due to higher ad loads, as linear averages about 15 minutes of ads per hour, while streaming ad loads range from nine minutes to as low as one minute per hour.

Prediction: Paramount will divest from some cable assets. Following in the footsteps of Comcast/NBCUniversal and Warner Brothers Discovery spinning off cable assets, Paramount could divest from networks like BET and Nickelodeon. For media companies, these divestitures represent a focus on digital growth areas rather than maintaining declining legacy businesses.

The news: The 2025 NBA Finals drew just 10.2 million viewers on average, among the weakest results in two decades鈥攜et Game 7 peaked at 19.3 million, the highest since 2019. Traditional ratings miss the full picture, though: social views on NBA Finals content soared 215% year over year to 5 billion. Our take: Gen Z sports fans are watching differently鈥攙ia highlights, short clips, and mobile-first formats on YouTube, Instagram, and TikTok. TV still matters, but leagues like the NBA must master new distribution models. With streaming growth and a massive $76B media deal in place, the future is already digital.

TV networks rely on Netflix for distribution: A deal between Netflix and French broadcaster TF1 is a clear sign of how video power dynamics have shifted.

Looking at advertisers: As streaming platforms continue to erode traditional TV viewership, the merger positions the combined entity to better compete by offering bundled services and enhanced content delivery鈥攑otentially opening avenues for advertisers to engage audiences as they shift away from traditional TV.

Yeah, so we, like everyone else in this business, has been tracking very carefully the decline of traditional TV for a long time. So in this case, traditional pay TV, which we could just call cable TV. People have been bailing on cable TV for a long time. That is not my big surprise revelation today.

With cable in decline, Comcast bets on hybrid strategy: Peacock revenue grows, but subscriber slowdown raises questions ahead of its NBA media rights rollout.

Telecom includes point-to-point communications services, including telephone voice and data communications, two-way mobile/cellular communications services, and other nonvoice message communications services (e.g., email, fax); includes multichannel video providers on a subscription fee basis (e.g., broadcast TV, cable TV, satellite TV, telco/fiber operators, etc.).

Comcast looks to free streaming biz from linear鈥檚 decline: The company is separating cable and digital assets in a move that others will mimic.

We can talk about Samsung TV plus-. Ethan Cramer-Flood (13:16):. Ludo TV. Zach Goldner (13:27):. ... Ludo Channel. There are a lot of growing channels within it. If you own a smart TV, the chances are that TV has its own branded content. And for any TV that is a Roku TV, it already has a built-in Roku channel.

Viewership of children鈥檚 cable programming declined significantly in the past decade. Nickelodeon, Disney Channel, and Cartoon Network lost more than half of their total viewership between 2016 and 2023, according to Nielsen.

TV ad spending includes broadcast TV (network, syndication, and spot) and cable TV.