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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.

But what was interesting about that story is that even though you have been hearing about how cord cutters have been growing and growing and growing, and eventually we had to invent this new term, cord nevers, about people who they just skipped right over the part where you pay for cable TV and then eventually cancel, and how cord cutters and cord nevers collectively were growing and growing and people

Despite the prevalence of cord-cutters and cord-nevers, traditional TV remains the single most time-consuming media activity for the US adult population. The TV and CTV disconnect likely comes down to demographics and competition from other media. Younger consumers have abandoned TV much faster than older generations, and marketing dollars have followed them.

Cord-cutters, cord-nevers, and even those loyal to linear TV are all gravitating to CTV solutions. Click here to view our full forecast for US CTV households. There are many ways to access CTV, but some options are more popular than others. With their built-in CTV-ready capabilities, smart TVs are the most popular device for CTV users.

Many cord-cutters or cord-nevers turned to streaming to help counteract the high costs of cable subscriptions, only to find the ad-free prices quickly adding up. Now they have more price-efficient options, even on their favorite premium channels. One place this is evident is in the increasing popularity of FAST (free ad-supported streaming TV) channels.

Non-pay TV viewers refer to the combination of cord-cutters (people who used to pay for TV but have abandoned it) and cord-nevers (people who have never subscribed to a TV package). The reach of linear TV advertising is eroding. A decade ago, traditional TV began to fall into an irreversible decline. Between 2014 and 2024, the share of US households with traditional pay TV was cut in half.

For the first time, non-pay TV viewers (the sum of cord-cutters and cord-nevers) will surpass viewers of legacy pay TV services (cable, satellite, and telco). Time spent will follow suit, with CTV surpassing linear TV within a few years. And, in a longer time frame, we expect CTV ad spending to also leapfrog linear TV.

Cord-nevers will reach 4.5 million this year. Whereas cord-cutters are typically spread across all age groups, cord-nevers are younger consumers (Gen Z and millennials) who never saw the value in a traditional pay TV subscription in the first place. By 2027, they will number 5.5 million, or 16.3% of the population.

These services have attracted cord-cutters as well as cord-nevers. YouTube TV and Hulu + Live TV have grown their subscription revenue share. Prior to the pandemic in 2019, these services received half of US vMVPD subscription revenues. In 2024, they will receive three-fourths.

In 2024, the number of cord-cutters and cord-nevers will surpass the number of pay TV viewers, reaching 138.1 million versus 129.3 million. Roughly $1 in $3 spent on TV advertising will go to CTV in 2025, up from less than $1 in $10 in 2019. CTV advertising has a leg up on pay TV in terms of targeting. Now, it also has an advantage in terms of audience size. 2. CTV is outpacing linear.

Cord-cutters will outnumber cord-nevers. This year, it will finally happen: Non-pay TV households will outnumber pay TV households by about 5 million. But the number of virtual multichannel video programming distributors (vMVPD) households tells a different story.

Cord-cutters, those who have canceled their pay TV, and cord-nevers, those who have never subscribed to pay TV, are on the rise. In 2022, the proportion of US households with traditional pay TV services dropped below half for the first time. By the end of 2027, we expect the portion of pay TV users to be just over one-third, per our forecast.

Cord-never households, defined as households that never had access to a traditional pay TV service, will reach 2.0 million this year. That鈥檚 double what it was in 2014, which shows younger households rarely consider traditional cable service in favor of sourcing content from the internet. Time Spent With TV and Digital Video Is Reaching Its Peak.

Now we should also mention that part of the reason is because so many people have already cut the cord, so many people are already at zero, but the people that are still sticking around are sticking around. Oscar Orozco:. Any Ethan you mentioned in the report. You also mentioned the year-over-year declines were minutes.

It's become a staple once you cut the cord, that's the thing people get first and then go from there. And you can really tell that in terms of some really meaningful metrics like time spent.

But for that small handful of people like myself that have not cut the cord, it's pretty much entirely live sports that is keeping me there. And the ESPN family of networks, if that was to suddenly become available as part of some package with Disney+ and Hulu and whatever, some big thing, that would go a long way.