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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.

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.

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.

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.

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

"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.

Fox acquires Red Seat Ventures: As audiences shift from traditional TV, The company is expanding its digital-first media push.

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.

Yeah, so we, like everyone else in this business, has been tracking very carefully the decline of traditional TV for a long time. So in this case, traditional pay TV, which we could just call cable TV. People have been bailing on cable TV for a long time. That is not my big surprise revelation today.

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

With cable in decline, Comcast bets on hybrid strategy: Peacock revenue grows, but subscriber slowdown raises questions ahead of its NBA media rights rollout.

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.

Both Paramount and WBD saw TV revenues decline in Q4, with WBD鈥檚 dropping 5% to $4.77 billion. In response, WBD is separating its assets into two divisions: Streaming & Studios and Cable TV Networks, a move that mirrors broader industry trends toward consolidation. As legacy media struggles, the ability to transition to streaming-first strategies will determine long-term success.

CTV time鈥攚hich does not include traditional cable TV viewed via a CTV, but does include all forms of OTT streaming, digital pay TV, digital audio, and other apps accessed via a CTV鈥攈as risen rapidly in recent years. We project it will finally catch up with old-fashioned linear TV in 2026. Click here to view our various forecasts for US time spent with media, by device.