Q3 2022 Digital Video Trends

Cord-Cutting Continues, and Netflix Pushes Into Advertising

Report by Ross Benes  | Sep 27, 2022
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Table of Contents
Executive Summary
Key Points
Monetization
Audience
Content
Read Next
Sources
Media Gallery
About This Report
Major streaming services like Netflix and Disney+ dive into advertising while more viewers cut the pay TV cord.
Topics
Digital Video
United States
Table of Contents
Executive Summary
Key Points
Monetization
Audience
Content
Read Next
Sources
Media Gallery

Executive Summary

This is the latest installment in an ongoing series of quarterly video overviews focusing on monetization, audience, and content. On the radar for Q3: updated cord-cutting forecasts, Warner Bros. Discovery’s new approach to content, and Netflix’s dive into advertising and crackdown on password sharing.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. To what degree is pay TV viewership declining?
  2. How are streaming services expanding their advertising offerings?
  3. Which streaming services are pivoting their content strategies?

WHAT’S IN THIS REPORT? Key events in the digital video industry based on data, trends, and business activity in Q3 2022, as well as our updated ad spending forecasts for pay TV, non-pay TV, and virtual multichannel video programming distributors (vMVPD) viewers.

US Pay TV vs. Non-Pay TV Households, 2018-2026 (millions)
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KEY STAT: US pay TV will decline 7.2% this year to 66.4 million households.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. Monetization
  1. Audience
  2. Content
  3. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

US Pay TV vs. Non-Pay TV Households, 2018-2026 (millions)Average Ad Spending Growth According to US Agency/Marketing Professionals, by Channel, March 2022 (% change vs. 2021)
US Pay TV/vMVPD vs. Non-Pay TV/vMVPD Households, 2018-2026 (millions)Leading Reasons Internet Users in North America Have Subscribed to a vMVPD Service, Q4 2021 (% of respondents )
US Streaming Video Subscribers Who Share Their Passwords, May 2022 (% of respondents)Would US Adults Be Willing* to Pay a Higher Subscription Fee to Legally Share a Streaming Service Password with Others? (% of respondents, April 2022)
Likelihood of US Adults to Subscribe to a Cheaper/Ad-Supported Tier of Netflix, Netflix Subscribers vs. Netflix Nonsubscribers, July 2022 (% of respondents)Netflix Cash Content Spend-to-Content Amortization Ratio, 2014-2022*

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authors

Ross Benes

Contributors

Chuck Rawlings
Senior Researcher