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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.
Beyond the chart: Next year, for the first time, non-pay TV households will outnumber pay TV households in the US—by nearly 6 million, per our forecast.
Broadcast TV saw a slight bump between June and September 2022 due to sports programming, specifically the new football season, according to Nielsen. But as sports viewers increasingly move to digital, broadcast networks and advertisers won’t be able to count on that seasonal bump.
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