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Share of viewing time between cable and broadcast TV in the US fell to a combined 49.6% last month, according to Nielsen.

Over one-third (37.7%) of US consumers鈥� time spent with TV is with streaming services, per Nielsen. Cable is not far behind, with a 30.6% share of consumers鈥� TV time.

Younger consumers increasingly prefer creator content over TV, film: A Deloitte study indicates that advertisers need to rethink their strategies to remain competitive.

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.

Time spent with cable and broadcast TV is decreasing, a trend that鈥檚 been particularly pronounced over the past year. Streaming accounted for 36.9% of US time spent with TV as of September 2022, up from 27.7% in the same month in 2021, according to Nielsen. Streaming stole share from all other TV categories.

Time spent is decreasing across cable and broadcast TV but increasing in streaming. In Q4 2022, streaming boosted overall time spent with TV among US adults, reversing the decline in TV viewing over the past few years, according to Nielsen.

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鈥檛 pull back or didn鈥檛 pay for the product or service in the first place.

The news: DirecTV will acquire satellite TV rivals Dish Network and Sling TV from EchoStar in a deal including the assumption of nearly $10 billion in debt, creating the largest pay TV provider in the US. The deal involves a complicated financial rearrangement. AT&T is selling its 70% stake in DirecTV to private equity firm TPG, giving it 100% ownership of the satellite provider.

The new TV looks like YouTube: Forget old-school programming鈥擸ouTube鈥檚 Shorts, podcasts, and second-screen features are reshaping television into an interactive, on-demand experience powered by creators.

Time spent with cable TV and broadcast radio skews older. Where they overindex in media usage is in music and gaming. According to a November 2022 WPP Unite and Choreograph report, LGBTQ+ consumers have higher usage in video games, music streaming, and short videos compared with the total population in the US, UK, and Canada.

Partly because public of opinion of cable news is so low, so maybe there's a bit of a news vacuum.

A higher percentage of US adult Gen Z respondents were receptive to social media advertising (72%) compared with ads on streaming TV (47%), cable TV (28%), or broadcast TV (20%), per a February 2023 NCSolutions survey. They occasionally unplug.

We saw a milestone moment in July 2022 when US streaming TV viewership eclipsed cable TV for the first time ever according to measurement firm Nielsen. Advertisers, eager to follow consumers鈥� eyeballs and purchasing power, have responded by piling into CTV advertising at an increased rate.

It also includes multichannel video providers on a subscription basis (e.g., cable TV, wireless cable TV, direct broadcast satellite services). "Other" industries include categories that fall outside of those mentioned, such as real estate, politics, nonprofit, professional services, energy, manufacturing, industrial, and education.Less.

But cable TV is a very different medium from a mobile app and what works with HSN and QVC鈥檚 audiences may not resonate with younger consumers. However, being an earlier mover may enable it to find the right formula. Go further: Listen to the recent 鈥淏ehind the Numbers: Reimagining Retail鈥� podcast episode focused on livestreaming.

It also includes multichannel video providers on a subscription basis (e.g., cable TV, wireless cable TV, direct broadcast satellite services). "Other" industries include categories that fall outside of those mentioned, such as real estate, politics, nonprofit, professional services, energy, manufacturing, industrial, and education.

Note: TV includes broadcast TV (network, syndication, and spot) and cable TV; excludes digital. CTV includes digital advertising that appears on connected TV (CTV) devices; includes display ads that appear on home screens and in-stream video ads that appear on CTVs from platforms like Hulu, Roku, and YouTube; excludes network-sold inventory from traditional linear TV and addressable TV advertising.

One contributing factor may be the predominance of multigenerational households: A larger household means a greater demand for content variety, which streaming offers more readily and affordably than traditional or cable TV. Per the 2023 Census data, the average number of people per family household is highest among Hispanics compared with other racial and ethnic groups.