Four big questions re: how we watch TV:
1) Which TV networks are growing the fastest?
2) Is broadcast/cable gaining ground on streaming?
3) Does streaming reach more people than linear TV?
4) How old is the average audience for linear TV networks?
Big question #1: Which TV networks are growing the fastest?
Quick answer: Tubi (↑ 38%) and the Roku Channel (↑ 36%)
Interesting: Both Tubi and the Roku Channel are growing their share of total TV time 5X faster than viewers.
Big question #2: Is broadcast/cable gaining ground on streaming?
Quick answer: No. The combined share for broadcast/cable fell 6% over the past year.
Share of total TV time according to Nielsen:
1) Streaming – 39%
2) Cable – 28%
3) Broadcast – 22%
4) Other – 10%
Big question #3: Does streaming reach more people than linear TV?
Quick answer: Yes. Streaming now reaches more people AND has a higher unique reach than linear TV.
Reach on TV according to MRI Simmons:
1) Cross screen – 43%
2) Streaming only – 34%
3) Linear TV only – 16%
4) Unreachable – 7%
Bottom line: This trend will majorly impact the 2024 election. Swing voters are ahead of the curve for streaming TV adoption.
Flashback: The Streaming Decade in Four Steps
The streaming decade in four steps:
1) 2025 – Streaming TV surpasses linear TV in total reach ← YOU ARE HERE
2) 2026 – Streaming TV surpasses linear TV in time spent
3) 2028 – Streaming TV surpasses linear TV in ad spend
4) 2030 – Streaming TV surpasses linear TV in ad impressions
Big question #4: How old is the average audience for linear TV networks?
Average age by linear TV network according to Nielsen:
1) MSNBC – 70
2) Fox News – 69
3) CBS – 68
4) CNN – 67
5) HGTV – 66
6) ABC – 66
7) The CW – 65
8) NBC – 65
9) Fox – 58
10) TNT – 56
11) Bravo – 56
12) MTV – 51
PSA: The average American is 39 years old.
