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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.

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鈥攕treaming apps for traditional TV networks that require authenticated logins鈥攊s another outlet where digitally served ads can appear against live TV. What isn鈥檛 considered CTV?

And accordingly, English Canada experiences the ideological divisions reflected among the top American cable news networks. Ecommerce has finally hit the mainstream in French Canada. Initially slow to catch on, Quebecois consumers are now digital buyers. Three-quarters of the population were digital buyers in 2022. That鈥檚 up from fewer than two-thirds before 2020, according to ATN.

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.

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.

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鈥檚 disproportionate flight from TV accelerated at roughly the same time its disproportionate flight toward digital began. What does it all mean?

The US pay TV population鈥攖hose who are reachable through traditional cable, satellite, or telecom and fiber options鈥攈as dwindled to about 60% of its 2013 peak size, per our forecast. Non-pay TV viewers will for the first time outnumber pay TV viewers in 2023. As ad-supported video-on-demand continues to proliferate, measurement won鈥檛 get easier.

But to a consumer, no consumer is saying, I'm going to watch OTT or I'm going to fire up my linear TV and watch a cable network, no one says that. To them, I think it's just they're watching video that's primarily shown on a big screen, and it doesn't have to even be on a big screen, they may watch it on their phone or their laptop.

Streaming came on the market years ago and was like, "We are the cheaper alternative to cable." And now, in one year, that relationship has changed so quickly. It's gone from, "We are the cheap alternative," to, "We are raising prices across the board," sometimes significantly. Marcus Johnson:. Hey, gang. It's Monday, August 22nd. Is that right? Daniel Konstantinovic:. No. Marcus Johnson:.

They're in the news right now for having pulled all of their channels off of Spectrum cable, the charter communications, which is affecting a lot of people in New York. They are simultaneously juggling a whole lot of really difficult decisions.

And if you look at our figures for cord cutters, people watching on traditional cable or satellite versus people who have cut the cord and are watching on digital-only platforms, those numbers continue to trend in the opposite directions. Of course, with streaming growing, so it would just make sense that the Super Bowl is going to reflect that. Marcus Johnson:. Mm-hmm. Paul Verna:.

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:.

He wrote recently about bundling, how bundling is kind of becoming something that's sort of reproducing the traditional cable package but among streaming services and I was curious what his thoughts were about niche streamers and bundling. Do you think there was some kind of prospect for them from that perspective? Ross Benes:. Some of them already do. Shudder is with AMC+.

On today's podcast episode, we discuss how much time folks are spending with TVs and CTVs, how many ad dollars are going to both, and which of the streaming platforms will make the most from ads going forward. Tune in to the discussion with our analyst Ross Benes.

Our first-ever mobile video flash survey explores the latest consumer trends in Latin America鈥檚 rapidly evolving digital video landscape, and what they mean for the region鈥檚 biggest media companies this year.

Latin America鈥檚 digital video audience will be the second largest in the world this year. As greater adoption of paid and ad-supported streaming services takes hold, the region will remain a key market for new user growth on the international stage. Here are our latest forecasts.