The state of TV’s decline, in 5 charts
Linear TV is still a rock-solid investment: Networks are still gloating at their upfront presentations. But there are seams in what once looked like an impregnable wall. Google, Facebook and Amazon are all eyeing linear TV. Here is what’s informing the slow decline of linear TV, in five charts.
A long way to go
Linear TV broadcasting’s ad growth is beginning to slow as spending in online TV and multichannel TV accelerates. By 2021, online and multichannel advertising investment combined are expected to account for nearly a third of all TV spending, according to PwC.
Cord cutting is becoming mainstream
The user behavior that cable TV providers fear most — cord cutting — is projected to accelerate over the next five years. EMarketer estimates that by 2021, over 81 million U.S. consumers will have either cut their cords or never signed up for one in the first place, up 64 percent from today.
Sports may be reaching a tipping point
It is an axiom that live sports are holding many cable bundles together. But even the structural factors that make live sports so attractive to broadcasters and advertisers are not a match for changing user behavior, and some predict those changes will start corroding live sports ratings. Research published this month by Magna Global predicts substantial ratings declines for the 2018 Olympics.
Digital is eating, not adding to video consumption
Those changing habits matter because the amount of video people watch appears to be somewhat fixed. EMarketer expects the overall amount of time consumers spend watching video to remain essentially flat through 2019, with digital video viewing times rising 40 percent to nearly 90 minutes per day from 2015 to 2019.
A new kind of competition
As cable companies, TV broadcasters and media companies all try to hold the line, they will have to do so against competitors that are more well-heeled than any they’ve previously encountered. The market capitalization of Facebook, the smallest of those large four companies, is 54 percent larger than the market cap of AT&T, the largest incumbent player in the space. While video isn’t yet core to the businesses of Facebook, Amazon or Apple, they are more than ready to invest.
Future of TV Briefing: How soft will this year’s TV upfront cycle be? Timing will tell
This week’s Future of TV Briefing looks at TV network executives’ expectations for this year’s likely softer upfront cycle.
Future of TV Briefing: Traditional TV’s Q2 upfront cancelation rates signal market may have bottomed out
This week’s Future of TV Briefing looks at the recent signs of recovery that TV network executives are seeing in the marketplace.
Future of TV Briefing: YouTube makes its case for the TV ad industry’s measurement makeover
This week's Future of TV Briefing looks at the measurement principles YouTube released on Tuesday and how the Google-owned video platform fits into the broader measurement overhaul.
SponsoredHow advertisers are leveraging omnichannel attribution and measurement to power CTV
Sponsored by MNTN Connected TV advertising has joined and expanded the larger ecosystem of campaigns that advertisers deploy. As such, omnichannel marketing strategies now encompass television and mobile devices, tablets and other screens such as out-of-home. And as customers engage across these different touchpoints, brands are seeking and moving their measurement and analytics efforts to […]
How NBC News’ Devan Joseph and Stephanie Scrafano cover the news on TikTok
The primary poles of that TikTok strategy are the newsier videos produced by Scrafano’s nine-person team and then the feature-esque explainers created by Joseph’s six-person team.
Future of TV Briefing: How TV and streaming businesses fared in the fourth quarter of 2022
This week’s Future of TV Briefing looks at the latest round of quarterly earnings reports from companies including Disney, Netflix, Roku and Warner Bros. Discovery to sift through what they signal about the state of the business.