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But I also think that with the more of these cable channels that are basically cut loose from their parent companies, the more there is a possibility that someone will buy them as a unit. So all of these channels together under one roof could actually start making a little bit of sense.

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.

Drug ads were most prevalent on cable news, re-runs of popular dramas and game shows, and special event programming. ABC World News Tonight held the largest share of Rx brand TV ad impressions. It was followed by other news shows such as Good Morning America and NBC Nightly News. NCIS, The Price is Right, and Law & Order: SVU each ranked in the top 10.

The cable bundle is dead. There鈥檚 no turning back the tide of cord cutting. The traditional cable, satellite, and telco pay TV bundle continues to lose ground to streamers, and the trend is irreversible. The resolution of the Disney-Spectrum dispute was only a temporary respite. The existential questions that the carriage scuffle brought up are still latent.

For the first time, non-pay TV viewers (the sum of cord-cutters and cord-nevers) will surpass viewers of legacy pay TV services (cable, satellite, and telco). Time spent will follow suit, with CTV surpassing linear TV within a few years. And, in a longer time frame, we expect CTV ad spending to also leapfrog linear TV.

During the initial part of that phase, the number of cable TV channels increased. Then streaming services started producing their own programming. Then the number of streaming services commissioning original shows grew from Netflix and Hulu to include Apple TV+, Disney+, and even free services like The Roku Channel and Tubi. Now there aren鈥檛 any new major streaming services on the horizon.

TV formats including national broadcast/cable, local broadcast/cable, and addressable were significantly lower in the pecking order. What should marketers take away from our TV and CTV ad spending forecasts? The golden age of TV is in its golden sunset. The days of an upward trend in US TV ad spending are behind us.

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.

The NCTA states there鈥檚 no evidence of widespread deceptive practices in the broadband, cable, or voice industries to warrant regulation. The lawsuit also states that click to cancel will cost cable operators between $12 million and $25 million per company and that system rebuilds could take two to three years.

Turning point: The significant decline in traditional pay TV and cable memberships is a sign of US consumers鈥� declining appetite for pay TV services. That is, unless the pay TV service offers a specific killer app: sports. Sporting events are the most-viewed broadcasts on traditional pay TV and cable, with the NFL accounting for 93 of the top 100 broadcasts in 2023, per Nielsen.

Tucker Carlson's successful transition from cable news to digital media serves as a case study in audience migration and platform evolution. His podcast's dominance on Apple Podcasts (ranking first in 2024 with over 150 episodes) demonstrates the appetite for conservative voices.

As cable providers like Cox and Xfinity embrace FAST, it is clear that ad-supported streaming content will play an integral role in entertainment, particularly as it merges with established linear TV offerings.

In a world where linear broadcast and cable represent roughly half (51.7%) of overall TV viewing, according to Nielsen data, the traditional TV season鈥檚 rule over the calendar may be shifting. Buyers and sellers will need to operate with more agility and flexibility. The upfronts still have a critical role to play but perhaps not as a harbinger of the whole TV schedule anymore. 2.

Take the NFL, for example, whose games are now split across cable, its own NFL+ streaming service, Thursday Night Football (TNF) on Amazon Prime Video, and Sunday Ticket on YouTube. It鈥檚 a similar case for Major League Baseball, whose games are split across cable, YouTube, Apple TV+, TBS, and more.

As audience measurement evolves to include data from smart TVs and cable boxes, it will be critical that people remain the center of the equation. Learn how Nielsen鈥檚 Big Data + Panel approach to measurement balances the media industry鈥檚 needs for innovation and continuity.

CTV time鈥攚hich does not include traditional cable TV viewed via a CTV, but does include all forms of streaming OTT, virtual multichannel video programming distributors, apps, and audio accessed via a CTV鈥攈as risen rapidly in recent years. But it will still trail mobile device (phone and tablet) time spent by 1:43 per day in 2024.

TV ad spending includes broadcast TV (network, syndication, and spot) and cable TV.

Virtual multichannel video programming distributors, for example, have become popular alternatives to traditional cable packages, growing to account for a record high 5.7% of total TV usage in September 2023, per Nielsen. But media planning is contingent on what鈥檚 being watched, not how content is accessed.

Our take: Streaming services and cable networks are already dishing out billions annually for costly but lucrative NFL distribution rights. An international slate of games would create another package for them to fight over, creating new ad space and giving streamers an opportunity to expand into foreign markets with content they already have experience distributing.

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.

Traditional: TV bundles sold by cable, satellite, and telecom companies. 111.1 million US adults or 41.5% of the population will be traditional pay TV viewers this year, per our February 2024 forecast. That figure is declining as people swap out traditional cable bundles for digital pay TV and streaming.

-based subscription video services (Netflix, Disney+, Hulu, Prime Video, Max, Apple TV+, Paramount+ and Peacock) and major broadcast and cable networks during January 2020 and August 2023. Luminate provided data on the networks' content output, including premiere dates, season counts, genres and renewal status, which was analyzed by the Variety Intelligence Platform.

Cable will see $1.9 billion in spending, but connected TV (CTV) is making gains even on the local level, bringing in $1.3 billion. Beyond politics: The decline of regional sports could also be responsible for local advertising growth. Increased cord-cutting has been a death knell for regional sports.

In July, for the first time, the share of viewing time among US adults on cable and broadcast TV fell to a combined 49.6%, according to Nielsen. Are low ad loads, especially in some of the newer premium services, sustainable? Benes: 鈥淸Ad loads] will probably increase.