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The pivot to streaming won’t include everyone: Millions of consumers will remain without streaming in coming years. Here’s how brands can reach them.

While competitors like Comcast consider spinning off cable assets, Murdoch confirmed Fox has no such plans. That’s because political and live-event programming continue to drive cable revenues, distinguishing Fox from peers facing more significant cord-cutting pressures.

TV networks and streaming services are becoming more selective about producing new content. As a result, reruns of licensed shows and streamed live sports will become more important to marketers.

Cutting the cord: Comcast is considering spinning off cable network assets like MSNBC and CNBC, potentially forming a shareholder-owned company. This move would allow Comcast to shift resources toward digital growth and place greater emphasis on Peacock’s expansion. By separating traditional cable from its high-growth streaming sector, Comcast could better adapt to the current media landscape.

One contributing factor may be the predominance of multigenerational households: A larger household means a greater demand for content variety, which streaming offers more readily and affordably than traditional or cable TV. Per the 2023 Census data, the average number of people per family household is highest among Hispanics compared with other racial and ethnic groups.

The news: DirecTV will acquire satellite TV rivals Dish Network and Sling TV from EchoStar in a deal including the assumption of nearly $10 billion in debt, creating the largest pay TV provider in the US. The deal involves a complicated financial rearrangement. AT&T is selling its 70% stake in DirecTV to private equity firm TPG, giving it 100% ownership of the satellite provider.

Partly because public of opinion of cable news is so low, so maybe there's a bit of a news vacuum.

Note: TV includes broadcast TV (network, syndication, and spot) and cable TV; excludes digital. CTV includes digital advertising that appears on connected TV (CTV) devices; includes display ads that appear on home screens and in-stream video ads that appear on CTVs from platforms like Hulu, Roku, and YouTube; excludes network-sold inventory from traditional linear TV and addressable TV advertising.

Share of viewing time between cable and broadcast TV in the US fell to a combined 49.6% last month, according to Nielsen.

Over one-third (37.7%) of US consumers’ time spent with TV is with streaming services, per Nielsen. Cable is not far behind, with a 30.6% share of consumers’ TV time.

On today's episode, we discuss how recent YouTube TV price hikes will affect subscriptions, whether streaming TV actually costs less than cable, and if a sports streaming hub is a viable product. "In Other News," we talk about what Roblox's new ad rules will do to the metaverse and why Walmart+, Walmart's membership program, is resonating with high-income shoppers. Tune in to the discussion with our analyst Daniel Konstantinovic.

Time spent with cable and broadcast TV is decreasing, a trend that’s been particularly pronounced over the past year. Streaming accounted for 36.9% of US time spent with TV as of September 2022, up from 27.7% in the same month in 2021, according to Nielsen. Streaming stole share from all other TV categories.

Time spent is decreasing across cable and broadcast TV but increasing in streaming. In Q4 2022, streaming boosted overall time spent with TV among US adults, reversing the decline in TV viewing over the past few years, according to Nielsen.

A quarter of US adults recently cut their spending on video streaming subscriptions due to inflation, per a Morning Consult survey. Slightly less cut back on music streaming subscriptions (24%) and cable or satellite TV (23%). Across all entertainment categories studied, more adults either didn’t pull back or didn’t pay for the product or service in the first place.