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The new Premium Lite tier ditches extras like offline downloads but could lure budget-conscious users鈥攃hallenging traditional streamers and YouTube鈥檚 own Premium model.

Our video total thus tells a story of TV-like content sliding鈥攚hether delivered via traditional or digital platforms. This is most common in countries where traditional TV has begun to hold a less dominant position, which is why the trend is different in Germany, where an aging population is contributing to traditional TV鈥檚 longevity.

By 2026, digital time spent will be almost 3 hours ahead of traditional. Traditional TV is being increasingly displaced by digital video, though much of the latter is TV-like. Traditional TV viewing has steadily decreased, from over 3 hours a decade ago to just over 2 hours this year. In contrast, digital video consumption is rising and is expected to surpass traditional TV time by 2025.

Regarding passive research, consumers across generations are seeing and hearing healthcare ads through a litany of media, both traditional and digital. While boomers, in particular, see healthcare ads on traditional sources, Gen Xers see them via a more diverse range of media. Nearly half (44.2%) of boomers most often see healthcare ads on traditional TV, more than any other generation.

Streaming TV keeps growing, but so does the challenge of reaching viewers. With audiences constantly switching between platforms, old TV advertising methods fall short. A more precise, audience-first approach鈥攂orrowed from search and social marketing鈥攊s helping advertisers keep up.

Paramount also saw TV media declines, down 13% YoY, while ad revenues declined 21% YoY, driven in part by the Super Bowl airing on Fox. Why it matters: WBD and Paramount are trying to future-proof by shifting attention to high-performing segments like streaming and away from linear.

Recently, analysts have noted several indicators that point to streaming finally overtaking traditional linear television. "YouTube has been at the top of Nielsen Gauge's index of the most watched sources of entertainment on streaming or linear for the past several months," said our analyst Paul Verna on a recent episode of "Behind the Numbers." "It's the first time this has happened consistently.".

What鈥檚 driving action: Social media healthcare ads are more effective than TV ads in getting consumers to take action. 18% took action after seeing ads on social media and video platforms including Facebook, Instagram, TikTok, and YouTube, versus 16% who took action after seeing traditional TV ads. 12% were motivated by connected TV ads like Hulu or YouTubeTV. 8% said healthcare or pharma websites including

Tech companies have an opportunity to reframe wearables into health tools for older consumers through tailored marketing messages, advertising on channels like Facebook and traditional TV, and partnerships with healthcare providers and senior organizations. Read the full report, US Wearables Forecast 2025.

Our analysts forecast that CTV viewing will surpass traditional linear television for the first time in 2025. Consumers will spend two hours and 35 minutes (2:35) a day with CTV this year, compared with two hours and 29 minutes (2:29) with linear TV, per our forecast.

That likely reflects the ongoing move from traditional TV advertising to streaming and targeted TV buying. Targeted advertising not only costs less, but can be more effective in reaching a specific set of patients or more likely interested consumers. This content is part of 蘑菇AV鈥檚 subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports.

But YouTube-backed creator-led shows could help move the needle among big brands that want a more controlled TV environment. In the meantime, expect YouTube to focus more on driving consumer subscriptions, further blending the business models and deepening competition with premium streamers and traditional TV. 9. D2C will become a viable distribution channel for healthcare and pharma companies.

And viewers increasingly watch live sports on digital devices compared with traditional TV, giving advertisers more diverse channels to engage consumers. Our take: While increasing ad spend by 48% is a big jump, Modelo could significantly benefit from the cultural excitement surrounding March Madness.

Digital live sports viewers have surpassed traditional pay TV live sports viewers in the US, per 蘑菇AV forecast. This trend will continue next year, when 114.1 million people will watch sports via digital while 82.0 million will watch via TV.

The rise of streaming services devastated the traditional TV bundle of cable and satellite. But as streaming services struggle to obtain profits and face pressure to grow their audiences, they鈥檙e testing out their own array of bundles. Key Question: Which streaming services have the most to gain from bundling?

As platforms continue to replace traditional TV, ensuring reliability will be essential to retaining subscribers and securing exclusive event partnerships in the future.

That figure nearly matches the total for traditional TV viewers (232.2 million) and exceeds the total for subscription OTT (sub OTT) viewers (226.4 million). Click here to view our full forecast for US digital audio listeners. Digital audio is so mainstream that listener growth will inevitably be slow going forward.

At 21.6% of its total outlay, travel companies鈥� share of spending on TV, radio, out-of-home, and print ads almost mirrors the 22.3% national average. Although travel has not abandoned traditional media as much as some other industries, it is still a very small factor for traditional ad publishers, and its spending will fall going forward.

Live TV viewership in Singapore increased 5.7 percentage points YoY. This brought the country鈥檚 live TV viewership to 86.3%, below the regional average of 92%. This resurgence in traditional TV consumption rivals the gains made by digital media. Thailand. Thailand led the region in time spent with online TV/streaming at 1:37 daily. This tied with the country鈥檚 broadcast TV consumption.