• by Wayne Friedman , April 2, 2019

Big cable network programming staples -- syndicated TV series, old movies and kids programming -- are declining. Streaming video is to blame, according to a new study.

Since 2011, MoffettNathanson Research says, the combined share of viewing from these categories declined from 52% seven years ago among viewers ages 2 and older in gross ratings points, to 36% of Nielsen total day viewing in 2018.

“We would argue this has largely been due to the growth in streaming services,” says the report. “However, these genres still represent a strong share of the industry.”

Syndicated program series on cable networks are now at a 15% share -- down from 22% in 2011. Movies are at a 12% share, down from 15%. Kids programming is at 8%, almost half the total of 14% in 2011.

Unscripted program content -- reality shows -- posts the best overall results for cable with a 32% share, up from 24% in 2011. TV news content also is rising, at a 20% share level from 11%. Cable sports takes an 8% share, up from 6%.

“In 2018, over 35% of the content watched in linear cable could be supplanted by a broad and library-rich SVOD service like Netflix ... or Disney+", the report says.