Majority of Americans Have Cut Cable for First Time in History

thewrap.com:

findings, 48% of U.S. adults report they have a monthly cable or satellite TV subscription while the slim majority viewers turn their attention to streaming services.

Without cable, over half of U.S. households are “totally unreachable by traditional linear advertising” in a moment Samba TV CEO and co-founder Ashwin Navin calls a “critical turning point in television and viewing consumption.”“Streaming has become ubiquitous among every age group and ad-supported streaming has gone fully mainstream with significant expansion across new platforms including industry leaders like Netflix and Disney+ entering the world of ads,” Navin said. “While the market has never been more fragmented and rife with challenges for streamers and advertisers alike, there are also unprecedented new opportunities to drive engagement and ultimately market success for those who embrace a streaming first, data driven, mindset.”According to the report, the reach and hours of linear television saw a seven-quarter low during 2022’s third quarter as daily linear TV viewership slid to less than half of U.S.

households throughout the second half of 2022. As the reach of linear advertising declines to reach half of American households, Samba TV reports that 93% of all ad impressions only reach only 55% of American households.As U.S.

households shift to streaming, a majority of adults opt to cut the cost of their cable bill by subscribing to two or less streaming services.