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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.

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

Digital pay TV services are slowing cord-cutting. But the rate at which they replace traditional TV defectors is decelerating.

DirecTV enters FAST streaming space: This new service offers free, ad-supported content and genre-specific bundles, aiming to attract cord-cutters and younger audiences.

Fox One targets cord-cutters but intentionally avoids cannibalizing cable subscribers, who will receive access for free. Pricing hasn鈥檛 been revealed but is expected to match or exceed cable rates. The platform will coexist with existing offerings like Tubi, whose ad revenues keep rising, and Fox Nation, the latter of which will also be available as part of the Fox One bundle.

Cord-cutting, bundling, and price increases are all contributing to streaming services increasing their subscription revenues. While advertising is receiving growing attention, subscriptions still account for most streaming revenues. Key Question: How do streaming services' subscription revenues stack up compared with their advertising revenues?

Key Stat: YouTube adoption among children under 12 will surpass that of linear television by 2026 due to a combination of cord-cutting and YouTube鈥檚 accessibility. Executive Summary. Nearly three-quarters of Gen Alphas are online. This is in violation of most platforms鈥� age restrictions, and parents and legislators are addressing the issue.

Correlation is not causation, but in this case, it seems likely that sub OTT is stealing time from TV鈥攅ven among non-cord-cutters. FAST is already very popular among those who have discovered it. Most consumers are not yet FAST viewers, but those who are will spend 54 minutes a day with the format this year and 57 minutes next year.

TV Media revenues declined 4%, driven by a 4% drop in ad revenues and 7% decline in affiliate and subscription fees as cord-cutting continues to erode the traditional TV business. CBS still dominates in viewership, with seven of the top 10 primetime shows and NFL broadcasts delivering massive audiences.

On today's podcast episode, we discuss what's most to blame for this sustained ad spending rebound, what concerns us about it, and what we expect to see from ad spending in 2024. "In Other News," we talk about why ad-blocking rates are experiencing a gradual uptick and a cord-cutting milestone. Tune in to the discussion with our director of forecasting Peter Newman and vice president of content Paul Verna.

Subscription and ad-supported video-on-demand services like Netflix, Disney+, and Crave, as well as free ad-supported streaming TV channels like Pluto TV and Roku, have attracted substantial audiences among cord-cutters and younger age groups. Add the dominant YouTube to the list, and the menu only gets fuller. Podcasts and streaming are boosting digital listenership.

"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.

Why it matters: Amazon鈥檚 NBA acquisition is part of a broader strategy to use live sports to expand Prime Video鈥檚 appeal, especially among cord-cutters who retain pay TV subscriptions for this content (see chart). The NBA deal cements Amazon鈥檚 role in premium sports streaming. As traditional TV continues to decline, Amazon is positioning itself as a long-term home for live sports content.

For the first time, US adults will spend more time per day with digital video than with TV this year, according to our forecast, as the cord-cutting revolution takes hold. Total time spent with digital video and TV will remain just over 6 hours per day, the same amount it鈥檚 been since 2020.

As the TV and streaming landscape becomes increasingly fragmented, the terms used to describe different ways to watch are multiplying. We鈥檝e already broken down the difference between connected TV (CTV) and OTT. With subscription video-on-demand (SVOD) platforms becoming ad-supported SVODs, and ad-supported video on demand (AVOD) platforms building out free ad-supported TV (FAST) platforms, it鈥檚 difficult to keep track of what cord-cutters are actually watching. Here鈥檚 a breakdown.

The total number of traditional pay TV households fell behind the total number of cord-cutter and cord-never households back in 2022. However, that pivot point was not as ominous for the TV industry as it could have been thanks to the emergence of digital pay TV, which meant that most linear TV channels were still reaching most households even in 2024. That reprieve is now over.

Its ad tech expertise and AI-driven optimization position it to deliver highly targeted ads in the growing CTV ad space, helping brands reach cord-cutters and streaming audiences. Deeper partnerships with telecom carriers and device manufacturers will unlock new monetization opportunities.

Since then, a proliferation of new platforms, an acceleration in cord-cutting, and a general increase in US time spent with media have led to an unprecedented surge in sub OTT engagement. Click here to view our full forecast for time spent with subscription OTT video. Growth in time spent with sub OTT is much slower than it once was, but its outlook is positive compared with most other forms of media.

Cord-cutting will continue. People will continue to increase the amount of time they spend streaming video. But as this happens, the overwhelming share of time people spend looking at ads on TV screens will still come from old-school TV. CTV ad spending and ad inventory are growing, but from a smaller base compared with linear TV. Analyzing impressions remains a key aspect of ad campaigns.

The number of people who watch live sports via traditional TV continues to shrink because cord-cutting is reducing the number of total traditional TV viewers. However, people who still pay for traditional TV are actually more likely to watch live sports than they used to be. This year, more than three-fourths of traditional pay TV viewers will watch live sports monthly.