For example, live viewing of cable networks owned by Viacom was down 36% in national gross rating points (GRPs) from the 2010-2011 season to the 2015-2016 season, according to MoffettNathanson Research, in analyzing Nielsen data. A+E Networks was off 35% and Walt Disney was down 18%, while NBCUniversal lost 27% and Time Warner slipped 18%.
MoffettNathanson says this is largely due to the rise of new time-shifting and other TV technology.
For example, consumers who are capable of accessing video on demand rose 64% in the first quarter of this year from 60% a year ago. Subscription video on demand was at 50% penetration, up from 31%; and DVR is now at 50% from 47%.
Only three network groups showed gains in live national GRPs during the five-year period: Discovery was up 21%; Fox, 14% higher, and Scripps Network Interactive, adding 9%.
One specific network -- ESPN -- has been hurt with its live and non-live programming, as live sports is one of the premium areas for consumers. There has been a 16% decline in GRPs in live sports events, over five years.
There has also been a greater decline of 30% in non-sports programming, such as “SportsCenter,” over that time period.