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It does not include time watching traditional TV (broadcast or cable) via a CTV. Traditional TV time will trail CTV time by 6 minutes this year, after leading CTV by over 2 hours per day as recently as 2020. Click here to view our full forecast for US average time spent per day with connected TV or US average time spent per day with TV.

In response, WBD is separating its assets into two divisions: Streaming & Studios and Cable TV Networks, a move that mirrors broader industry trends toward consolidation. As legacy media struggles, the ability to transition to streaming-first strategies will determine long-term success. The Skydance deal could redefine Paramount鈥檚 future.

Pay TV households are households with a subscription to a traditional or digital (vMVPD) pay TV service. Traditional pay TV services include cable, satellite, telecom and fiber operators, multiple system operators (MSOs), multichannel video programming distributors (MVPDs), and major TV broadcast and cable networks.

That could benefit larger players like Netflix and Amazon Prime Video, which offer more flexible, cost-effective alternatives to traditional cable and stand to gain from the continued migration away from linear (a trend likely to accelerate in the current macroeconomic climate).