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So not super young, but still significantly younger than cable news audiences, which I guess in my personal opinion, I think it's probably a lot more healthy and productive for younger people to be engaging with the New York Times or the Wall Street Journal than it is maybe an oversaturated diet of cable news.

That is really a way for a lot of these companies that are very invested in the cable ecosystem to keep that alive, to prop it up. So I think there are business reasons why they're all happening, and I don't necessarily see one as emerging as like the "winner.". Marcus Johnson (00:23):. Hey, gang.

Maybe they take it, you put a bundle, they take it and then we just end up back at cable and that's why cable worked so well for so long. People stuck with it and then all those companies knew what the revenue was going to be. Zach Goldner (10:48):. All coming around full circle. Oscar Orozco (10:51):. And I have a controversial opinion, here we go. I think that they need to listen up, listen up.

We'll use those terms to talk about old school TV, often known as cable, but includes cable, satellite, telco. That's what we're talking about first. Paul, where's the US TV market at? How much will advertisers spend on traditional TV today and over the next few years? Paul Verna:. Well, this year it's going to be just north of 61 billion. And by 2027, that's going to fall to 56 plus billion.

Yeah, but I got cable, so that's your problem. [inaudible 00:10:53]. Marcus Johnson:. Ethan is the last person in America who has cable. Zach Goldner:. Even above me at this point. Marcus Johnson:. Was Oscar for a while.

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).

You're basically paying for cable, but it's delivered digitally. And then on the streaming side, there's SVOD, Subscription Video On Demand, two buckets of that, ad-free and ad-supported.

The linear cable bundle in the US is probably doomed, and maybe therefore traditional cable type services in other countries will eventually be doomed. But I think the process of getting there is going to be long and drawn out and difficult and complicated, and we're probably going to have to have this conversation a whole bunch more times. Paul Verna:. Absolutely. No question about that.

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.

And the sports leagues right now are motivated by their media rights deals, which have become this incredibly pivotal piece of not just sports leagues, but also the cable bundle and general media consumption habits.

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 cable channels are going to be attractive to somebody, but I would imagine it's going to be someone like a private equity firm that's willing to bleed it dry of all its profits for a few years before it discarding the husk. Paramount Plus is kind of a question mark because it's currently a money losing business.

Traditional TV offshoots: Virtual cable services (vMVPDs), like YouTube TV, Sling TV, and Hulu with Live TV, sell streaming inventory. TV Everywhere—streaming apps for traditional TV networks that require authenticated logins—is another outlet where digitally served ads can appear against live TV. What isn’t considered CTV?

There's pushback from the cable companies, whether it's the digital cable companies like Fubo or ones like Charter or satellite companies like DirecTV. There's also the affiliates they have to appease. (16:15):. And they have said that this will reward affiliates and they won't be pushed out.

It was like a low alternative to cable, and then over time they started upping the price as they got more and more users on board to eventually increase the margins, I guess. It was a long road and I think Spotify's going down that same long road. But I also think it's a couple things. I think there are market pressures.

The pivot to streaming won’t include everyone: Millions of consumers will remain without streaming in coming years. Here’s how brands can reach them.

That compares to the average US monthly cable bill, sorry, the ranges that I found were all over the map. So at the low end there were $80, so we're still like $15 under that, and it's 220 at the high end. So even if you're bundling all of these streaming services on your own, stacking up against the cable bill still looks pretty good from my perspective.

But what is not included here is still the very substantial audience that has a cable subscription. But as Rahul mentioned that the YouTube TV and Hulu and Fubo, those are all basically the same. You're getting the same thing as you're getting a cable subscription.

The origin story of these streaming platforms was to look so much different than your typical cable subscription, and we've talked about how it's starting to come full circle and they're now starting to resemble what cable really has always been. Marcus Johnson:. Montana becomes the first state to approve a full ban of TikTok. Ethan Cramer-Flood:.

However, I would caution that we see time and time again, particularly with national political shows, that the popularity of these types of primetime cable news shows are very much tied to where we are in the election cycle. So with that saying, I still think that yes, this could be a shift.

I mean now I think we live in a world where Joe Rogan has more sway than any of the traditional cable or news networks. Marcus Johnson (08:35):. Yeah. [inaudible 00:08:35]. Paul Verner (08:35):. So it is a different climate, but that doesn't discount the possibility of an influx of time span or a growth in time span or a temporary spike, and potentially some outlets gaining subscribers.

I mean, I will say that there's some differences between your media consumption on cable TV versus where you interact from a social standpoint. People will be on multiple platforms, but they tend to over index a lot of their time on one particular platform or two that they make home. And there is a finite amount of time spent per day.

TV will claim just 17.3% of all US ad spending this year, despite US adults still spending almost a quarter of their daily media time with old-fashioned cable, satellite, and broadcast TV services. The ad industry’s disproportionate flight from TV accelerated at roughly the same time its disproportionate flight toward digital began. What does it all mean?