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Healthcare companies slashed marketing budgets in 2024: This points to lower spending, but also more efficiency as companies move from traditional expensive TV plans to more targeted TV, digital, and social media.

Paramount’s Q3 results reflect strong streaming growth: To attain 3.5 million new subscribers and $49 million in DTC profit, it’s leveraged cost cutting and content innovation to balance revenue pressures from traditional TV.

Digital pay TV services are slowing cord-cutting. But the rate at which they replace traditional TV defectors is decelerating.

Generational data underscores the acceleration of digital-first habits and the deceleration of traditional TV viewing; the latter is increasingly the preserve of older audiences. In 2020, adults 65 and older accounted for 27.6% of traditional TV viewing time, and that will rise to 36.4% in 2025. At the same time, every age group under 55 will see proportional declines.

And for the first time this year, time spent with CTV is projected to outpace time spent with traditional TV—indicating that CTV provides an increasingly lucrative opportunity for advertisers to reach target audiences. Yes, but: While CTV will likely continue to outpace traditional TV, there are challenges with the format.

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—potentially opening avenues for advertisers to engage audiences as they shift away from traditional TV.

Amazon is betting that streaming’s future lies not in replicating traditional TV’s broad reach, but in offering the precision and accountability that traditional media cannot match. By addressing the streaming industry’s transparency problem, Amazon positions itself to capture traditional TV budgets from advertisers who may have been more hesitant to migrate to digital.

Marketers should feel empowered to research and identify what CTV campaigns can offer compared to traditional TV. 3. CTV advertisers are already benefiting from measurement and performance goals. Key stat: CTV advertisers say one of the channel's top benefits (28%) is its detailed reporting, measurement, and insights, according to an April 2024 Advertiser Perceptions and Premion study.

CTV finally surpasses traditional TV. For the first time ever, our analysts say connected TV (CTV) viewing will surpass traditional linear television in 2024.. This year, CTV will edge past linear TV by six minutes per day, according to Ä¢¹½AV's latest time spent forecast.

Declines in traditional TV revenues and the competitive streaming landscape has seen the company’s stock value plummet 70% since its merger, leading to a wave of layoffs. And while the company did see strong streaming growth in Q4 2024, traditional TV declines dragged it down.

Declines in traditional TV viewership necessitates that advertisers must follow audiences where they’re consuming content, and CTV maintains broad reach that allows advertisers to easily tap into target audiences. CTV provides measurable performance metrics that traditional TV can’t match, giving advertisers advanced targeting capabilities and promising growth while improving budgeting flexibility.

Why marketers should experiment with CTV ad formats: Interactivity and advanced targeting help improve ad relevancy and user experience.

Declines in linear TV viewers, time spent with linear, and the number of linear addressable TV households, combined with streaming services outpacing traditional TV subscription revenues, makes it unclear whether linear ad spend will continue growing.

Active TV users still love their TVs, but sub OTT users are headed for a similar level of engagement. TV loyalists remain highly engaged even as cord-cutting proliferates. In 2025, over 184 million US adults will still actively watch TV. Some may catch only a few shows or sporting events each month, but others—particularly older cohorts—spend an enormous amount of time consuming traditional linear TV.

Advertisers now have a growing opportunity to diversify their media mix beyond traditional TV and digital, leveraging streaming as prime real estate for targeted, high-impact storytelling.

As sports fans increasingly embrace digital over traditional TV for consuming sports content, streamers stand to gain. Channels known for traditional broadcasts, like Fox, could benefit from making sports events available on streaming platforms—something that was widely successful when Fox aired the Super Bowl on its free ad-supported service Tubi.