Connected TV 5 Min Read

Pay TV Viewer Numbers Drop, While CTV Rises | Weekly CTV Roundup

Written by Tim Edmundson

Pay TV Viewer Numbers Will Drop 3.8% in 2018, a Larger Drop than 2017

Trends Point to More CTV Adoption

Connected TV’s popularity continues to rise, but the same cannot be said for traditional television. According to eMarketer estimates, the number of cable and satellite subscribers will continue its downward trajectory. That perpetuates the trend from 2017, when pay TV viewers dropped 3.4%. This stands in stark contrast to CTV numbers, which are on the upswing, so much so that eMarketer has revised their predicted viewer numbers for major streaming services, seeing increases for Amazon, Netflix, Hulu, and YouTube.

Viewers are discovering that the benefits of paying for traditional television are evaporating. Premium programming, which traditional TV once had a monopoly on, is now available on streaming services. And live TV, once considered a weakness for CTV providers, is now available for viewers through streaming for a considerably lower price than pay TV subscriptions. Advertisers must evolve along with the TV landscape, and meet these viewers who are making the move to CTV.

Connected TV in the News

Even as Sinclair Aims to Be a Bigger Broadcaster, It’s Building a New Streaming Service

The streaming service will focus on entertainment and news, and may compete against Fox News.

AT&T Readies Another OTT Offering
Multichannel News
The as-of-yet named service will stream content from its recently purchased WarnerMedia library.

How Connected TV Will Impact All Media Buying and Its Pricing
As marketers discover they can essentially handpick customers to connect with on CTV, the entire programmatic ad space may be turned on its head.

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