Research shows that among 190 cable TV networks analyzed, 36 had 60 million or more subscribers and 49 had less than 10 million in 2025.
Spending on video and music streaming rose more than 10% year over year as of July 2025.
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).
Just 36% of Americans subscribe to cable or satellite services, including 64% of those 65 and older.
The proposed live, linear cable TV networks group WBD Global Networks will own up to 20% of WBD Streaming & Studios. Bernstein Research calls this a "stroke of genius."
The Weather Channel has a +49 "trust" score, followed by the BBC, +26; PBS, +25, and ESPN, +24. YouGov says these outlets' results are similar to a year ago. Among major TV networks, "net" trust
scores are: NBC at +16; CBS (+16); ABC (+13); CNN (+8); MSNBC (+6); CNBC, (+6); Fox Business (+2); Fox News Channel (+0); and Newsmax (+0). OAN posts a negative (-2).
Nearly 70% of respondents in a new consumer study said they were "not at all likely" to subscribe to the new ESPN streaming service, with 16% "somewhat likely" and 15% "very likely" to subscribe.
Ad recall and viewer engagement have reached new lows in today's second-screening landscape.
TV consumer surveys suggest only streaming remains top of mind. A new survey from Adtaxi shows 70% of U.S. adults make streaming their first choice for TV and video content viewing.
For the first three months of this year, total national TV cable revenues are estimated to have fallen 9.2%, with $3.4 billion and broadcast networks sinking 4.6% to $3.3 billion.
Broadband is the backbone of Comcast's earnings, but it is now being squeezed by aggressive fiber overbuilding from rivals.
Currently, the only virtual pay TV leader is YouTube TV. With around 8 million subscribers, it appears to be in a better position. (The Fubo/Hulu combination will be second place to YouTube TV, with
an estimated 6.2 million.)
The best products, combined with the best consumer experience, offering the highest value have typically grown share, the firm said.
MoffettNathanson Research estimates revenue from Warner Bros. Discovery's live, linear cable TV networks will decline 13% in 2024 to $20.1 billion, while AMC Networks will dip 21% lower to $2.4
billion.
The initial success of a TV campaign encourages many brands to increase their spending as they seek greater market share.
Key reach metrics for ABC, CBS, and NBC for persons 18 and up are at 46%, 41% and 41% respectively, as of Q2 2024 -- down from 70% to 75%, respectively, while Fox is at 34%.
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.
Broadcast television held steady at about 20% of total viewing time among TV audiences.
Black consumers seek culturally relevant content with authentic representation and storytelling that reflects their experiences.
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.
The average number of non-premium TV/video services in a "bundle" is 6.6 platforms/services. Premium video averages 6.3 services, a study by Hub Entertainment Research finds.
One quarter of the Gen Z audience is Hispanic, making Spanish-language networks popular for younger consumers.
Consumers - especially young consumers - want streaming "bundles" to be more than just TV-video programming, according to a new study from Hub Entertainment Research.
Broadcast TV also offers a way to reach consumers who can't be reached through streaming platforms that don't carry advertising.
The spending by newcomers to national television advertising hit $1.36 billion, trade group VAB said.
A potentially eye-opening move by legacy TV network groups and legacy pay TV distributors revolves around issues for their seemingly much maligned smaller cable TV networks.
The current era has taken on a kind of "jig is up" quality that seems to preclude linear from ever reversing its losses in viewership and revenue.
DirecTV is offering savings on its monthly subscription if viewers are no longer interested in local TV station content - particularly local TV news content.
Consumers are most likely to say that television advertising enhances perceptions of brand quality.