The number of pay-TV subscribers shrunk by more than 22% in the 5-year period from 2018-2023.
Pay-TV & Cord-Cutting Articles
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CTV Reach Widening Gap with Traditional TV
CTV has pushed total TV usage up, to almost 90% (88%) reach during the second quarter of last year.
Sports Fans Say They’ll Migrate to Streaming Platforms if Necessary
3 in 4 would be at least somewhat likely to sign up to a streaming service to watch their favorite sport.
How Much Time Are Adults Spending with Media?
TV time accounted for almost half (46.6% share) of total media time for all adults, but only around a third of time for younger adults.
Where is Ad Avoidance Most Prevalent?
Many viewers say they take action to avoid ads on free with-ads video services such as YouTube.
Which Media Activities Are On the Rise, And Which Are Waning?
Podcast listening is growing, while there’s more momentum for free than paid audio and video streaming services.
Media Audiences: Which Pandemic-Driven Changes Are Here to Stay?
Certain shifts observed during the pandemic have begun to revert to earlier trends, while others are solidifying.
The US’ Pay-TV Penetration Rate Continues to Fall
Some 64% of TV households subscribe to pay-TV, down from 78% in 2018.
YouTube Takes the Lead in Teens’ Daily Video Consumption
Cable TV accounts for less than 5% of teens’ daily video viewing time, which is less than is dedicated to Amazon Prime.
Growth in Free Streaming Viewing Could be Impacting Other Platforms
Two-thirds of free TV streaming viewers who have upped their time with these services have spent less time with other services as a result.
Consumers Report Drop in TV & Video Services, Spending
The number of paid sources used declined from 6 months earlier.
SVOD Services Now Rival Live TV As Default TV Viewing Option
TV viewers are continuing to favor online sources over set-top boxes as their viewing default – and the gap is widening.
How is Signal Loss Impacting Ad Spending Plans?
More than 3 in 4 ad buyers are adjusting their programmatic vs. direct strategies.
Brands Aren’t Just Targeting Young People with Influencers
Youth are still the predominant target for influencers, but as the industry matures, the target audience may be shifting.
Inaccurate Information Roils B2B E-Commerce Sites
More than 9 in 10 B2B buyers encounter at least one reason that prevents them from placing orders online.
Pay-TV Still Regularly Reaches Some Youth
Gen Zers and Millennials combined make up almost the same portion of daily traditional TV viewers as Baby Boomers.
Pay-TV Cord-Cutting Continues to Accelerate
The top pay-TV providers shed 7.7% of their subscriber base last year.
How Much Time Do US Adults Spend Watching TV?
Time spent watching TV is largely stable compared to pre-pandemic days, but how Americans engage with TV has changed.