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Gen Zers spend 1.3 hours per day watching TV shows and movies via streaming services, compared with 1 hour watching user-generated content (UGC), and 0.8 hours using cable and CTVs. Millennials spend 1.5 hours streaming, 0.7 hours consuming UGC, and 1.1 hours on social media.

OTT video鈥攊ncluding YouTube, subscription OTT, AVOD, and free ad-supported streaming TV鈥攊s extremely popular in nearly all forms. But traditional pay TV continues to reach new lows.

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.

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.

TikTok is specifically betting on Indonesia, where it has over 277.5 million users and where influencers on its social video platform sell products on livestreamed videos鈥攕imilar to home shopping channels on cable TV but with a much wider reach.

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.

As the TV and streaming landscape becomes increasingly fragmented, the terms used to describe different ways to watch are multiplying. We鈥檝e already broken down the difference between connected TV (CTV) and OTT. With subscription video-on-demand (SVOD) platforms becoming ad-supported SVODs, and ad-supported video on demand (AVOD) platforms building out free ad-supported TV (FAST) platforms, it鈥檚 difficult to keep track of what cord-cutters are actually watching. Here鈥檚 a breakdown.

(The same study found that 30% of cable TV subscribers plan to cancel their service this year.). Why they鈥檙e churning: Streamers are adjusting their prices, reflecting the rising costs of content delivery. Notable hikes have been seen across all the major streaming platforms, including Netflix, Disney+, and Prime Video. These price increases are a response to a saturated market.

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.

On today鈥檚 podcast episode, host Bill Fisher is joined by our analyst Paul Briggs and forecasting writer Ethan Cramer-Flood to examine the size, advertiser opportunity, and competitors in the free ad-supported streaming TV (FAST) service space.

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.

Telecom: Includes point-to-point communications services, such as telephone voice and data communications, two-way mobile/cellular communications services, and other nonvoice message communications services (e.g., email and fax); includes multichannel video providers on a subscription fee basis (e.g., cable TV, wireless cable TV, and direct broadcast satellite services).

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

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.

Ever fewer households are willing to pay high prices for TV via a cable box, and that same trend will likely take hold for digital pay TV. When digital pay TV subscriber growth eventually turns negative, some providers will exit the market, while others will seek consolidation through mergers and acquisitions. DoorDash and Uber Eats are cashing in with groceries.

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.