Whether or not the pandemic is responsible for the huge decline in cable TV subscribers, the fact remains that by 2024, more than one-third of U.S. households will have cut the cord (canceled their cable TV services). The ever-trending “streaming” services such as Hulu, Netflix, YouTube, etc. are on the rise.

Person watching sports via live streaming.

Streaming services offer affordable ways to view content and programming. Most also offer on-demand options which allows users/viewers to watch on their time vs a set day/time. It’s simply affordable and convenient entertainment.

This rise in cord-cutters will result in a drop in advertising spend. The smaller the audience, the lower the value. Advertisers place ad buys on TV primarily for their large audiences. It is, in part, for this reason we will also see a decline in TV ad spend over all.

For more info on cord-cutter trends, read on at eMarketer’s site: https://www.emarketer.com/content/pay-tv-suffers-historic-cord-cutting?ecid=NL1001