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TV networks and streaming services are becoming more selective about producing new content. As a result, reruns of licensed shows and streamed live sports will become more important to marketers.

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.

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.

Note: Traditional distribution includes IPTV, cable, satellite, wireless carriers and fiber operators, multiple system operators (MSOs), multichannel video programming distributors (MVPDs), and major TV broadcast and cable networks.

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 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.

I mean, I will say that there's some differences between your media consumption on cable TV versus where you interact from a social standpoint. People will be on multiple platforms, but they tend to over index a lot of their time on one particular platform or two that they make home. And there is a finite amount of time spent per day.

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

The pivot to streaming won鈥檛 include everyone: Millions of consumers will remain without streaming in coming years. Here鈥檚 how brands can reach them.

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

While the top two channels by ad spend in 2023 were broadcast and cable TV, marketers are increasing their spend on search engine marketing and social media. Local marketers should prioritize investments in channels they know customers are looking for information on local businesses. 72% of US adults have used Google search to look up information about local businesses, per December data from SOCi.

While competitors like Comcast consider spinning off cable assets, Murdoch confirmed Fox has no such plans. That鈥檚 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鈥檚 expansion. By separating traditional cable from its high-growth streaming sector, Comcast could better adapt to the current media landscape.

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.