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Come 2024, the number of cord-cutters and cord-nevers, at 138.1 million, will surpass the pay TV viewership, at 129.3 million, in the US. The gap will continue to widen as more people say goodbye to traditional cable, satellite, or telecom live TV services.
Beyond the chart: Pay TV viewership peaked in 2013, and since then, consumers have flocked to connected TVs (CTVs) and over-the-top services for programming. Advertisers are following close behind: Roughly $1 in $3 spent on TV advertising will go to CTV in 2025, up from less than $1 in $10 in 2019.