Crossing The TV 'Rubicon': Cable TV July Viewing Sinks 19% -- Down 32% Over 2 Years

While streaming and cord-cutting continue to sink all legacy TV, cable TV networks in particular have been taking the brunt of that activity -- down 19% in total day 18-49 July viewership versus a year ago, according to media research company MoffettNathanson Research.

Over a two-year period, the picture is …

1 comment about "Crossing The TV 'Rubicon': Cable TV July Viewing Sinks 19% -- Down 32% Over 2 Years".
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  1. Ed Papazian from Media Dynamics Inc, August 23, 2022 at 3:25 p.m.

    Wayne, if MoffettNathanson wanted to present a more informative and less sensational analysis they would show the changes in total viewership----persons 2+---as well as adults aged 18-49  or any other "demo". Instead we get a shocking headline about huge audience losses for cable--- but only for those who are most likely to migrate elsewhere---younger/middle aged adults. The average minute  cable viewer is over 50 so we don't have the full story.

    As for this being a tipping point---as some are claiming---perhaps yes; perhaps, no. If cable surges ahead of streaming in September---by half  a share point--- will we start saying that cable has revitalized itself, somehow, and it's streaming that's in trouble? Of course not. Patience, folks. You  have to plot these trends over longer periods of time than a few weeks in order to  peer into  your chrystal ball for portents of the future.

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