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Traditional TV鈥檚 decline is accelerating the industry鈥檚 restructuring. Both Paramount and WBD saw TV revenues decline in Q4, with WBD鈥檚 dropping 5% to $4.77 billion. In response, WBD is separating its assets into two divisions: Streaming & Studios and Cable TV Networks, a move that mirrors broader industry trends toward consolidation.

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

OTT video viewing is about to get a boost in the UK, as traditional TV viewing gets a broadband delivery option next year.

US adults will spend 55 minutes more per day with digital video than with traditional TV in 2024, per our February 2024 forecast.

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鈥攕omething that was widely successful when Fox aired the Super Bowl on its free ad-supported service Tubi.

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.

The shift from traditional TV to digital platforms is creating new opportunities to capture sports audiences鈥攇iving platforms a chance to attract subscribers and reduce churn. Sports viewership is relatively predictable compared with other types of programming, making it a safer investment for media companies and strategically important for retaining viewers and attracting new subscribers.

Retail media will stay ahead of connected TV (CTV) in US ad spending and close in on traditional TV this year, according to our forecast. Search overall, including paid search on retail media networks, will reach $108.48 billion in 2023.

Despite a surge in ads, connected TV (CTV) faces the same challenge as traditional TV: getting consumers鈥� attention. Our analyst Paul Verna shares why co-viewing won鈥檛 hurt CTV鈥檚 targeting abilities and how too much repetition may make ads ineffective.

On today's episode, we discuss how much advertisers spend on traditional TV, whether connected TV (CTV) is stealing all of its dollars, and how much time Americans spend watching both. "In Other News," we talk about the one big takeaway from this year's upfronts and NewFronts and whether Peacock's new pricing strategy will work. Tune in to the discussion with our analyst Paul Verna.

They have significantly higher levels of trust in pharma websites (22%) and traditional TV (20.4%). While out-of-home includes far more than billboards, the data underscores the intense competition for healthcare marketing budgets. Our take: In a highly regulated, high-stakes category like healthcare, OOH offers an often underappreciated advantage: patience. This isn鈥檛 about instant transactions.

Declines in traditional TV revenues and the competitive streaming landscape has seen the company鈥檚 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.

They overindex on the consumption of healthcare content and advertising across digital media, lagging only on traditional TV. Social media is especially important for healthcare and pharma content and communications. Black, Hispanic, and Asian consumers are power users on social channels like Instagram and TikTok.

Digital video surpassed traditional TV in time spent in 2023. The gap will continue to widen, reaching 40 minutes in 2027. The ability to watch videos on smartphones, tablets, desktops/laptops, and CTV gives digital a flexibility advantage over TV. The video streaming landscape provides viewers with almost unlimited choice.

Declines in traditional TV viewership necessitates that advertisers must follow audiences where they鈥檙e 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鈥檛 match, giving advertisers advanced targeting capabilities and promising growth while improving budgeting flexibility.

Digital platforms are reshaping viewing habits, but with a surprisingly traditional twist. For the first time ever, more video viewing time will be digital than traditional in 2025. However, traditional TV-like behaviors are making a comeback, engaging digital viewers for longer. Broadcasters are fully digitizing.