Pay TV and Cable Lost 5.8M Subscribers in 2022
by Frankie Karrer
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This July, American viewers spent more time watching content on streaming than on cable or broadcast television. According to data from Nielsen, total time spent streaming averaged at 190.9 billion hours per week, making up 34.8% of all TV viewing time. Part of the reason for this rise in viewing on streaming was the massive success of Netflix’s newest season of Stranger Things series, which saw 18 billion viewing minutes for the month of July (and brought Netflix to a record 8% of all streaming viewing).
Cable and broadcast viewing, on the other hand, came in at around 34.4% and 21.6% of viewing time spent by consumers, respectively. While streaming viewing time has passed broadcast before, this is the first time this channel has beat out cable. Cable viewing has been in decline over the last few years with the rise of cord-cutting (cable usage fell 8.9% YOY in July, while streaming increased 22.6%), and it looks like the changes that viewers are making to their TV watching behavior is now having a measurable impact on the industry at large.
Media Buys Are More Valuable as Streaming Steals Spotlight
It has been a long time coming, but the power dynamic has finally shifted in streaming‘s favor. Linear TV is no longer the most popular way for consumers to access content, and the forecasted ad spend in CTV is reflecting that power shift.
Travel Brands on CTV: Oh, the Places You’ll Show
After a few rough years of a pandemic and lockdowns, travel brands are amid the hottest summer in years – and the future’s looking brighter than ever. But a lot has changed since the travel industry slowed in 2019.
TV Ad Budgets Remain Strong despite Economic Uncertainty—for Now
Between reports of ad revenue growth among some of the major networks, as well as ad budgets that multiple agencies tell Ad Age have remained relatively stable, the state of TV advertising is far from grim.
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