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A hot mic moment revealed Disney鈥檚 advertising audience: The company鈥檚 Q4 earnings came with AVOD revelations and significant gains in India.

Charter Spectrum now offers $65 worth of streaming services: While easy access to alternatives could accelerate churn, pay TV has little choice.

We forecast that there will be 20.6 million US over-the-air TV households this year, up 2.3% year over year. But even modest growth is something to covet for local networks, which have struggled especially under the shift from linear to digital.

Thanks to Hulu and ad-supported tiers, Disney streaming profits: The company solidified its position as a streaming ad leader with a strong Q3.

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

Charter Spectrum will offer Max to its customers: A carriage deal with Waner Bros. Discovery continues the trend of streamers winning out in pay TV negotiations.

Households typically only subscribe to around three paid streaming services, and competitors like Netflix and Prime Video maintain broad appeal.

In subscription revenues and viewers, YouTube TV has distanced itself from the digital pay TV pack. Digital pay TV is synonymous with a virtual multichannel video programming distributor (vMVPD). It refers to digitally delivered live TV services like YouTube TV and Sling TV.

Pay TV and broadcast TV were the dominant methods of content consumption in Latin America for decades, but they are succumbing to free ad-supported platforms like YouTube, according to our survey. Consumers still consider pay TV a complementary service, for now. It was the second-most watched content type among mobile video viewers, trailing behind free digital video by 2.3 percentage points.

Pay TV will give way to streaming as cord-cutting accelerates. Pay TV is losing viewers to streaming services in Latin America, but it鈥檚 not doom and gloom鈥攆or now. In certain countries, consumers still consider paid streaming services to be complementary to their pay TV subscription. Brazil is shedding pay TV viewers at an alarming rate.

All the metrics we track for connected TV (CTV) are climbing, including time spent, ad dollars, and users. All this is happening as linear viewership declines, and for the first time, non-pay TV viewers have surpassed pay TV this year, according to our forecast. Here鈥檚 what advertisers need to know to keep up with this shifting landscape.

Almost everyone in the US lives in a CTV household. As recently as 2018, the vast majority of US households had both a CTV device and a traditional pay TV subscription (cable, satellite, or telecom). Since then, traditional pay TV has declined precipitously, while CTV has climbed steadily.

The average cost of streaming subscriptions jumped 22.2% YoY in 2023, far outpacing both pay TV increases (4.8%) and inflation (3.6%), per our analysis; In 2024, streaming subscriptions increased 12.6%, again outpacing both other measures, though less dramatically.

But streaming is marked by fragmentation across providers, and with most households only subscribing to a select few services, determining where to invest can be challenging.

So this year, less than half of US households, 46%, had pay TV, think cable. So less than half of US households have cable. And by 2027, just one-third of US households will. Yet in your report, you note that TV lovers still love their TVs. How so? Ethan Cramer-Flood:. TV lovers love their TVs.