Chart
| Sep 30, 2023
Source: Insider Intelligence | eMarketer
Non-pay TV viewers, or cord-cutters and cord-nevers combined, will outnumber pay TV viewers for the first time in 2024. Again, going back to 2013, the peak year of pay TV viewers, they represented nearly 6 times the number of non-pay TV viewers. CTV Ad Spending and Viewership. CTV advertising will reach $18.89 billion in 2022 and more than double to $38.83 billion by the end of 2026.
Report
| Jun 14, 2022
Chart
| Sep 30, 2023
Source: Insider Intelligence | eMarketer
Chart
| Sep 27, 2023
Source: Insider Intelligence | eMarketer
Chart
| Sep 27, 2023
Source: Insider Intelligence | eMarketer
Keeping tabs on shifting consumer habits is paramount for brands in Canada. In 2023, we expect more changes in how media is consumed and what advertisers can do to tap into these new channels.
Report
| Dec 15, 2022
Trading places: This year, 137.9 million people are viewing pay TV, versus 125.2 million who have cut the cord, instead streaming content on platforms such as Netflix and watching live TV on distributors like Hulu + Live TV and YouTube TV. By 2024, there will be 143.6 million US non-pay TV viewers and 123.8 million pay TV watchers.
Article
| Nov 28, 2022
An additional 7 million received Peacock as a part of a bundle through pay TV distributors, and the remainder accessed the service for free without any pay TV credentials. It was the first update Comcast provided for Peacock’s user figures in nearly a year. Unlike its previous release of Peacock viewership, the most recent went beyond mere sign-ups and gave some clarity into subscriber figures.
Report
| Mar 25, 2022
On today's podcast episode, in our "Retail Me This, Retail Me That" segment, we discuss what makes people need to go into a store, what makes them want to go into a store, and the leading in-store pain points. Then for "Pop-Up Rankings," we rank the top four must-visit store experiences. Join our analyst Sara Lebow as she hosts analysts Sky Canaves and Zak Stambor.
Audio
| Oct 4, 2023
Inflation forces judicious consumers to get more judicious with streamers: Netflix thrives with strategic moves, while others invest heavily in content.
Article
| Aug 25, 2023
Currently, less than half of US households subscribe to traditional pay TV, while the number of CTV households has reached 113.1 million (85.3% of the population). In fact, by 2024, eMarketer expects CTV households in the US to more than double traditional pay TV households. Viewers are also spending more time with CTV than ever before.
Article
| Apr 25, 2023
On today's podcast episode, we discuss what happens now that the actors strike is over, how the Super Bowl is fundamentally changing, whether live sports need new shorter content, what's next for WhatsApp, why people immigrate to the US, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, forecasting analyst Zach Goldner, and director of forecasting Oscar Orozco.
Audio
| Nov 17, 2023
The Hollywood strike is a chance to explore cheaper ad formats: With new content spending plummeting, streamers are sweetening the deal to keep advertisers on board.
Article
| Aug 14, 2023
Nearly 9 million US households have ditched pay TV since 2019. Linear programmatic TV is on a similar trajectory. Its ad spending is growing at a good clip, but its growth is curtailed by a reduction in the number of people watching traditional TV. Ad spending on linear programmatic TV has more than doubled since 2019.
Report
| Jun 21, 2022
Retail media partnerships are the future of TV.
Article
| Aug 21, 2023
US advertisers will spend $27 billion on CTV in 2023, per our forecast, as streaming services like Netflix move to an ad-supported model and US households continue to cut the cord on traditional pay TV. In 2023, the number of non-pay TV households will surpass that of pay TV for the first time.
Article
| Dec 20, 2022
We forecast that pay TV will lose close to 1 million more households by 2025. While we don’t break down pay TV households by language in Canada, Media Technology Monitor (MTM) does, and it underlines a key trend: Francophones in Canada are much more likely to be pay TV subscribers than Anglophones.
Report
| Sep 30, 2021
By the end of 2027, US households without any form of pay TV will outnumber those with some form of pay TV. In this comparison, pay TV includes both traditional pay TV and digitally delivered services known in industry parlance as virtual multichannel video programming distributors (vMVPDs). The revolution will be connected.
Article
| Apr 14, 2023
CNN+'s ability to deliver a live feed of its linear network to standalone streaming subscribers is also apparently limited due to pay-TV provider agreements. The service won’t have its own app. Instead, it will be available as a standalone purchase or as an optional add-on cost for pay-TV users with CNN access, from within the same CNN app.
Article
| Mar 4, 2022
Chart
| Sep 15, 2023
Source: Nielsen
On today's podcast episode, we discuss whether people will ever buy items they see in TV shows, if online ratings are broken, a relaunched Amazon Shipping trying to compete with UPS and FedEx, if CNN and sports can move the needle for streaming service Max, whether the continuing partnership between Target and Starbucks is boosting curbside pickup, where we got gas before gas stations, and more. Tune in to the discussion with our vice president of content Suzy Davidkhanian and analysts Blake Droesch and Paul Verna.
Audio
| Sep 15, 2023
Chart
| Sep 14, 2023
Source: Variety; Luminate
I mean, it's clearly a futures market, but if you consider the fact that pay TV subscriptions have been declining since 2011, when there were over 100 million pay TV households, now we're in the mid-70 millions, which is a level we haven't seen in like 30 years. Most analysts forecast that we're going to bottom out somewhere in the mid-40 millions.
Article
| May 6, 2022
A decade ago, pay TV viewers comprised 85.7% of the US population. This year, it’s just 50.8%. Next year, non-pay TV viewers will outnumber pay TV viewers. “US consumers spent more time [this year] streaming content than they did watching either cable or broadcast TV, according to Nielsen,” noted podcast host Marcus Johnson.
Article
| Nov 10, 2022
In addition to people accessing HBO via linear TV, there was HBO Go (which required a pay TV authenticated login); HBO Now (a standalone streaming service featuring just HBO-produced content); people who received HBO via Prime Video Channels; and HBO Max (the newest streaming service from the company, which includes a broader content library from its parent company WarnerMedia).
Article
| Oct 13, 2021