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CTV is providing continued growth in digital video viewership, further splitting audiences with TV. The ad market in Canada is responding by developing new ways to holistically target the total audience for long-form entertainment.

However, I was looking at Nielsen's Gauge, which counts where folks spend their time watching TV and Netflix's share of the pie, whilst an impressive 8% of all TV time, all of it streaming, traditional cable, satellite, all of it, 8% of all of that is spent watching Netflix on a TV. That has been stuck for the past year. It's been at 8% for the last 12 months.

They have invested in digital alternatives like Sling TV and DirecTV has changed their name a lot. I believe it's called DirecTV Stream right now. But even those services haven't been the leaders in their category, Hulu at Live TV and YouTube TV have a lot more subscribers.

Precise TV.

A better solution would be scaling back on other ventures, such as Meta鈥檚 losing Reality Labs division and undersea cable plans. Our take: Brands should optimize local supply chains and explore service-based models when applicable to maintain profitability amid tariff disruptions. Meanwhile, consumers can turn to platforms that sell US-based inventory to manage price hikes.

In 2024, subscription revenues will shrink by 4.1% for cable, 6.4% for telco, and 11.5% for satellite, per our estimates. The problems facing satellite TV were underscored when creditors accused provider Dish Network of illegal restructuring. Carriage disputes with network affiliates also prompted satellite service DirecTV to consider replacing local channels with national broadcast feeds.

Advertisers are fleeing traditional TV far more quickly than viewers are. 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.

Political impact: The strong spending growth for political advertising has companies ranging from TV networks to streaming services clamoring for a larger share, but it鈥檚 local TV that will reap the majority of the profits in 2024.

Return-path data (RPD) from cable and satellite set-top boxes (STBs). Automatic content recognition (ACR) data from smart TVs. According to Nielsen's National TV measurement as of October 2023, 70.6% of US TV homes own a smart TV, up from 62.3% two years ago. With this growth, the scale of big data is more necessary than ever to decode today's fragmented viewing landscape.

Changing channels: Advertisers adjust their approach to TV as linear viewership falls and video-on-demand takes different forms.

The fall TV schedule is in disarray. After years of increases, content production has slowed down. The number of TV series produced declined in both 2023 and 2024, per Luminate.

Our take: Disney's significant reduction in streaming losses and its ability to drive subscriber growth despite regulatory challenges suggest it can successfully transition from traditional TV to digital streaming.

Obviously there's ESPN+, but that doesn't contain all the content that the traditional cable version of ESPN has. But this new standalone version will. It'll be taking ESPN from your cable bundle, from your TVs and putting it into a standalone streaming package. Ross, how do you expect the standalone ESPN streaming service to be received next year, I guess? Ross Benes:.

Many of those viewers were once cable users, but thanks to the rise of CTV, we can expect cord-cutter households to outnumber traditional pay TV households by the end of this year. Part of what has accelerated that shift is the rise of lower cost (or free) ad-supported content for viewers to watch.

So it goes, just for context for folks, in terms of the ranking of where Americans spend their time streaming things, basically watching TV, whether it's streaming or cable or whatever, YouTube's first with 11%, Netflix has eight, then it's Prime Video with three and then... So that's your top three. Then you've got Hulu, Disney+, and Peacock with just over 2%.

On today's episode, we discuss what to make of the mixed signals surrounding the US ad market, how much the space will grow in 2023, what's driving it, and what's holding it back. "In Other News," we talk about whether Universal Pictures鈥� premium video-on-demand success has reshaped the movie distribution model and what we spend our time watching on our TVs. Tune in to the discussion with our analyst Paul Verna.

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.

On today鈥檚 podcast episode, we discuss the potential audiences for some of the world鈥檚 biggest sporting events; how brands and marketers can better monetize these audiences; and how TV and streaming rights might shake out in the near future. Join host Bill Fisher, our analyst Paul Briggs, forecasting writer Ethan Cramer-Flood, and vice president of content Paul Verna for the discussion.

On today's podcast episode, we discuss what non-AI technology took the spotlight at this year's Consumer Electronics Show (CES), second-tier TV audiences, what streaming will look like in a few years, what its like to shop with a chatbot, how digital grocery will take things up a notch, how big the sun actually is, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, analyst Bill Fisher, and forecasting analyst Zach Goldner.

Primetime upfront CPMs declined 2.7% for broadcast networks and 5.0% for cable, per Media Dynamics. Continual price increases can鈥檛 make up for declining viewership. In previous years, TV networks recouped cord-cutting losses by raising ad prices. Even during low inflation years, it wasn鈥檛 unusual for TV CPMs to jump double digits YoY.

One of the biggest markets affected by the downturn is linear TV. 2022 is a record year for cord-cutting鈥攚e forecast that just over a third of US households will drop cable and satellite this year, prompting many advertisers to look to digital channels instead. As a result, linear TV will make up less than 20% of US ad spending for the first time ever.

On today's episode, we discuss how much advertisers spend on traditional TV, whether connected TV (CTV) is stealing all of its dollars, and how much time Americans spend watching both. "In Other News," we talk about the one big takeaway from this year's upfronts and NewFronts and whether Peacock's new pricing strategy will work. Tune in to the discussion with our analyst Paul Verna.

Time spent with digital video will surpass time spent with TV

On today's podcast episode, we discuss how all the different TV terms fit together, to what degree subscription revenues are moving from pay TV to streaming, who's winning the "digital pay TV" race, and how the new sports streaming service from Fox, ESPN, and Warner Bros. Discovery could change everything. "In Other News," we talk about what a new sponsor logo placement from the WWE will look like and how the US ad market is getting on to start the year. Tune in to the discussion with our analyst Ross Benes.