As television ad sales
slow, terms such as “cord-cutters” and “cord-nevers” are being used more and
more frequently. According to eMarketer, viewers are moving to alternative
platforms quicker than expected.
The rise of subscription
services allow users to access channels such as HBO and ESPN without ever
having to pay for cable. On top of this,
digital platforms now offer live TV channels, including sports, and the amount
of time viewers consume digital video has increased 9.3% this year.
In 2017, an estimated
196.3 million adults in the United States will watch pay TV. eMarketer predicts
that by 2021, this number will drop 10 percent to 181.7 million.
Although television ad
spending in the U.S. is up from 2016, the share of total media ad spend is
decreasing.
Many broadcast networks
utilize digital platforms to reach delayed viewers. Despite this strategy, “the
bulk of ad revenue continues to come from linear viewing”.
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