蘑菇AV

The news: Streaming watch time outpaced cable and broadcast combined for the first time ever. Streaming accounted for 44.8% of TV viewing in May, per Nielsen, compared with broadcast鈥檚 20.1% and cable鈥檚 24.1%.Our take: With TV viewership increasingly fragmented, advertisers that abandon cable and broadband entirely could leave many consumers behind. Brands should use a hybrid placement model that makes selective investments in linear TV while using streaming to reach younger cord-cutters, helping to retain flexibility as user habits fluctuate.

The news: Warner Bros. Discovery (WBD) plans to split into two separate public companies by 2026, one focused on streaming and studios and the other on global cable networks, the company announced. Its streaming company will include HBO Max and WBD鈥檚 movie properties, while the global networks company will include TNT Sports, Discovery, and CNN. Our take: WBD鈥檚 move emphasizes that sticking with a one-size-fits-all model is no longer viable given traditional TV declines and the rise of streaming. Managing decline while pursuing growth requires two fundamentally different playbooks.

US Black adults spend the greatest share of their total TV time watching cable (22.4%), followed by broadcast (21.8%), according to a 2025 Nielsen report.

While CTV is expected to remain mostly flat this year after political spending spiked in 2024, CTV鈥檚 ad revenue share for national TV networks will rise to 23% in Q4 2025, up from 17% in Q4 2024. Madison and Wall鈥檚 CTV data estimates excluded YouTube. Cable TV and local broadcast ad revenues will also decline significantly after last year鈥檚 election, falling 27.2% to $17.3 billion.

Comcast gives details on its spinout of several NBCU cable networks: As Peacock takes center stage, legacy TV networks must adapt to stay relevant.

The news: Streaming outperformed broadcast and cable TV for the second month in a row in March despite an anticipated 6% seasonal decline in total TV consumption, reaching a new milestone in overall share of TV viewing, per a new Nielsen report. Streaming achieved its largest share to date, accounting for 43.8% of TV consumption, up from 43.5% in February.

NBCU highlights sports, streaming at Upfront event: The presentation outlined NBCU鈥檚 plan to offset declining traditional TV revenues.

WBD is distancing itself from declining cable networks, reportedly laying groundwork for a possible separation of its cable TV unit, per CNBC and later cited by Reuters. This follows similar moves by competitors like Comcast. Separating business units would allow WBD to grow its streaming segment without the burden of linear鈥檚 continued losses.

The over-the-top (OTT) streaming landscape is rapidly becoming as crowded as the early days of cable TV. It is vital that marketers understand the scale, reach, and prospects of the various players in the industry.

Netflix sets record with 8.6% of TV viewing as sports fuel broadcast growth: While streaming dominated at 42.6% market share, NFL and college football content helped push broadcast TV up 5% in January.

"Cable TV is too expensive, so we've had cord-cutting for years. Digital pay TV we thought maybe was going to be competitive. Now that's too expensive. These things are free, and they're just sitting there waiting for you," said Cramer-Flood. Reddit defies social media stagnation.

Which country watches more cable TV? A) United States B) Poland. In Poland, traditional cable TV represents 33.2% of total TV viewing time, while streaming represents just 8.2%, according to Nielsen data. In the US, streaming commands a 38.3% share of TV viewing time, while cable comes in at 28.1%. April 17, 2025. Which generation are the most frequent users of voice assistants?

WBD grows streaming profits as TV revenues decline: It added 6.4 million Max subscribers, but TV ad declines and cord-cutting continue.

The traditional TV bundle will further decay as more live sports embrace streaming.

US connected TV (CTV) ad spend will continue to grow through 2027, when it will reach $40.90 billion, according to our forecast. Apart from a small bump next year, ad spend on TV (including broadcast and cable TV) will decline over the next few years. Still, TV鈥檚 share of total ad spend is larger than CTV鈥檚, indicating it remains a key player in marketers鈥� ad strategies.