Traditional media allocations remained stable, with national and local TV showing little movement, while OOH/DOOH and print also held steady.
Current monthly consumer costs range from $68 for one service to $98 for five or more services. At the top level of five or more, consumers are only willing to spend one dollar more ($99).
Nearly half of respondents say their "first stop" destination is one of the "big 5" streaming services - Netflix, Prime Video, Disney+, Hulu, Max - up vs. 35% in 2021 and 30% in 2018.
"Programmers have continued to impose and enforce strict bundling requirements through exorbitant minimum penetration rates," writes DirecTV Chief Content Officer Rob Thun.
Smart TVs aren't just for watching video, with half of consumers saying they use the biggest screen in their homes to stream music from a service such as Pandora or Spotify.
A new 2023-24 estimate projects political ad revenue will rise to $10.7 billion - up from an earlier estimate of $10.2 billion, according to AdImpact. This would show 19% growth over the 2019-20
period, when political ad revenue totaled $9.02 billion.
One quarter of the Gen Z audience is Hispanic, making Spanish-language networks popular for younger consumers.
YouTube TV "still presents a great value to those still watching linear television and a great entry point for younger consumers not conditioned for the traditional distribution models,"
MoffettNathanson senior research analyst Michael Nathanson says.
DirecTV is offering savings on its monthly subscription if viewers are no longer interested in local TV station content - particularly local TV news content.
About half of households in India said they own a smart TV, helping to drive growth in CTV ad spending.
Still the fastest-growing virtual pay TV provider, YouTube TV has surpassed Dish Network and is now the fourth-largest pay TV provider of any kind, says MoffettNathanson Research. It is projected to
surpass DirecTV's satellite business by early next year to become the third-biggest pay TV provider overall.
Cord cutters and cord nevers are pegged to reach 144 million, versus 121 million pay-TV subs, this year, forecasts Insider Intelligence.
Likelihood of switching services in the next year is 12% with streamers, versus 21% with traditional pay-TV services.
An estimated Q3 gain of 600,000 puts YouTube TV in striking distance of Dish TV.
Vizio's Inscape says cable, satellite, and over-the-air platforms combined posted a nearly 77% share of sports TV/video viewing and nearly 82% of all news TV and video viewing in Q3 2023.
Share of smart TVs used for both streamed and traditionally sourced content is down to 41%, according to ACR data.
TV network groups with 15 to 20 channels might have good reason to be concerned about their next negotiations with legacy pay TV services.
Today, just 56% of those 18-34 have any kind of pay-TV service, vs 83% in 2013. Non-subscribers are a bit more likely to watch FASTs.
YouTube TV is #1 in satisfaction among live streaming services, followed by Hulu + Live TV, according to a J.D. Power survey.
Streaming growth has crowded out the portion of subscribers to more traditional TV services such as cable or satellite.
That's up from just 22% two years ago, and sends a signal of just how fragmented the TV universe has become. It also raises new issues about what "connectivity" means in a digital-only media universe.
More than two-thirds (65%) of those 50 to 59, 69% of those 60 to 69, and 63% of those 70 and older who stream said that they actually prefer cheaper, ad-supported services over more expensive ad-free
services.
More than half of Chinese, Korean and Vietnamese respondents say they prefer to buy brands that advertise on programs reflecting their culture.
We have officially reached "peak channels." We now have more programming channel options than any viewer has time to navigate through -- and that is a real problem for programmers, distributors and
viewers alike.
Steep cord-cutting by pay TV subscribers in in Q3 continued at nearly the same rate as in the second quarter -- down 6.2%, according to MoffettNathanson Research estimates.
Building on its deal with Yahoo as its exclusive demand-side platform, DirecTV advertising has expanded the deal to include set-top-box data.
Cable providers Comcast and Charter combined lost nearly 725,000 subs in the quarter, and satellite providers DirecTV and Dish TV lost a combined 600,000+.
Among current Netflix subscribers, 43.1% said they were likely to switch to the lower-cost version of the streaming service with commercial breaks.
Pandemic-related behavior has been cemented amidst rising prices and ongoing concerns over personal safety.
Virtual pay TV subscribers grew 17% in Q1 to 14.9 million, while total pay TV business sank 5.1% YOY to 81.05 million, MoffettNathanson Research found. Total traditional subscribers (sans virtual)
-- cable, satellite, and telco -- amount to 66.2 million, down 9% from a year ago -- a loss of 1.9 million subscribers.