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Viewers still watch the vast majority of ads on TV screens via linear TV, even as its share of time spent dwindles.

A lot of that happened with cable TV too. Back in the 80s, a lot of those stations were ad free and positioned as ad free, and that cable was going to be pay television that was different than broadcast. And then 10 years later, they all had ads except HBO and Showtime and Cinemax, and cable looked a lot like broadcast. Max Willens:.

Traditional pay TV services include cable, satellite, telecom and fiber operators, multiple system operators (MSOs), multichannel video programming distributors (MVPDs), and major TV broadcast and cable networks. Virtual multichannel video programming distributors (vMVPDs) are internet-delivered live TV services (e.g., Hulu + Live TV, Sling TV, YouTube TV).

That, except for live sports and the hit drama Yellowstone, was last year's most watched program on all of cable TV. Ari Melber's 6:00 PM legal affairs program was the top show on MSNBC; first time in its near 30-year history. MSNBC's near 30 year history that a show outside of primetime, the 8 to 11:00 PM window was ranked number one.

It's obviously going to drive more people to cut the cord, but the most surprising twist, or not surprising one would be the sort of recreation of cable TV in a 21st century type of way. So, it really does depend, as you said Marcus earlier, we have no idea on price.

Some of these users will also watch CTV via other options like Roku, Amazon Fire TV, or a gaming console, but TVs with built-in internet capabilities will dominate the market. In 2028, smart TV users will outnumber Roku users by more than 53 million. Click here to view our full forecast for US smart TV users.

The news: US adults are increasingly dependent on digital platforms for news, with social media and video overtaking traditional news outlets for the first time. 54% of US adults get their news from social media, per the Reuters Institute鈥檚 2025 Digital News Report, compared with 50% from TV news and 48% from news websites and apps. Our take: Linear platforms could offer personalized news digests and mobile- and social- friendly content to reengage younger users, while advertisers should diversify their campaigns across social media platforms to follow fragmented user engagement.

One of them, YouTube now accounting for 25% of all time spent streaming video on a TV according to Nielsen's gauge. Netflix is at 20% for context. So 25 for YouTube, 20 for Netflix. Put another way, 11% of people's TV time, cable streaming, all of it, is spent watching YouTube. Evelyn, you said there's a bit of a milestone announced by YouTube as it pertains to TV versus mobile. Evelyn Mitchell-Wolf:.

My prediction is that Disney will sell off its stakes in many of its broadcast TV and cable networks. This would likely include A&E, FX, History, Lifetime, National Geo and Vice, likely not included would be ESPN and the Disney branded channels like the Disney Channel and Disney Junior. The wild card is the ABC group because selling it off would mean Disney would basically exit the news business.

The company took a $9.1 billion writedown on cable networks in August after losing critical NBA rights to Amazon Prime Video.

The average time spent per day with traditional TV in the US is expected to fall by 15 minutes between 2023 and 2025, marking an 8.6% decline, according to our forecast. 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?

Fox will debut its own subscription service, Fox One, this fall鈥攂undling content from its broadcast network, cable channels, and live sports like the NFL. Fox One targets cord-cutters but intentionally avoids cannibalizing cable subscribers, who will receive access for free. Pricing hasn鈥檛 been revealed but is expected to match or exceed cable rates.

CEO Christopher Ruddy criticized the inefficiencies of the cable bundle and framed Newsmax as a modernized platform with revenues from advertising, carriage fees, podcasts, and streaming. Why it matters: The rise of Newsmax reflects a broader recalibration among advertisers, who are increasingly willing to spend on conservative media outlets.

Sports programming will become an increasingly vital revenue stream for NBC as parent company Comcast plans to separate the broadcast network from its cable channels. The network's strategy of combining star athletes with entertainment personalities is likely a first step of many to come in touting its substantial rights investment鈥攂ut there could be hurdles effective monetization.

FAST trend grows globally: New channels from Free Live Sports, CBC, and Pluto TV showcase demand for free, ad-supported streaming options.