Speak to a CTV Expert

    Let’s talk! We’re eager to help you get started on Connected TV. First we need some basic info

    (Must be your work email address)

    Great - what's your title and where do you work?

    We recommend a starting budget of over $10,000 to generate optimal campaign performance.

    We need just a little more detail...

    Perfect - now tell us about your current situation

    We love agencies! What kind are you?

    Last but not least, what are you interested in?

    This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

    That's all we need — we'll be in touch shortly.

    Connected TV

    Non-Pay TV Homes May Equal Traditional Pay TV Homes by 2024

    Your destination for the latest CTV stats, trends, and insights.

    Non-Pay TV Homes May Equal Traditional Pay TV Homes by 2024

    2 Min Read

    The fact that consumers are continuing to cut-the-cord on their cable subscriptions most likely won’t surprise any marketers who have been paying attention to the TV landscape over the last few years. But research from media analysis firm MoffettNathanson just might – their recent report found that the number of traditional pay TV households in the U.S. could equal the amount of non-pay TV homes in the next few years. They forecast that  the number of households sticking with traditional pay TV will shrink to around 55 million homes, which is on par with the estimated non-pay TV homes expected in that time frame.

    However, one group of consumers has been slower to let go of their cable subscriptions: sports enthusiasts. According to MoffettNathanson, all 9 million subscribers who left pay TV in the past two years don’t identify as sports viewers. And according to Michael Nathanson,  “…there are 53 million households who describe themselves as regular sports and news viewers that we are assuming, all things equal, to be the bedrock floor of the pay TV world.”

    But as the traditional pay-TV audience continues to shrink, many networks and media companies are eager to get live sports on streaming platforms, as seen with NHL on ESPN+, and NFL on Peacock, Paramount+, and Amazon Prime Video. Ultimately, with still more than 30 million U.S. homes at risk of leaving traditional pay TV, many advertisers will be looking to Connected TV in order to continue reaching those consumers who have cut the cord.

    Connected TV in the News

    Now Brands Can Subscribe to Get Their Own Ryan Reynolds Creative Magic (Sort Of)
    Fast Company
    Ad tech software company MNTN and its famous chief creative officer launch a new creative platform for brand marketers.

    What Insiders Say Your CTV Strategies Should Look Like in 2022
    The meteoric rise of CTV this year was the topic of conversation for every brand and performance marketer, as the platform changed how ads are created, advertising budgets are shifted, and marketing departments are structured.

    ViacomCBS’ Streamer Pluto TV Is Profitable Ahead of Schedule
    ViacomCBS’s free, ad-supported streamer Pluto TV is focused on growth, not on turning a profit. But as the platform became a $1 billion business in 2021, the U.S. side of the business is also going to be profitable earlier than anticipated.

    Get the Latest Connected TV News, Right to Your Inbox

    Why not receive our Connected TV report, right to your inbox? Just enter your email below and you’ll never be out of the CTV advertising loop again.