Although the pay-TV industry is currently undergoing self-examination regarding the "cord-cutting" trend, new data reveal that traditional cable TV subscriptions are far from obsolete. In fact, they remain a dominant force in the U.S. television landscape.
A recent report from the U.S. Video Advertising Bureau (VAB) highlights that despite the rise of streaming services, 83% of U.S. households still subscribe to cable TV—equivalent to about 98 million homes. Even among those who do turn to over-the-top (OTT) services, the majority (71%) continue to maintain their cable TV subscriptions rather than fully switching to streaming-only options.
Only 4% of TV households rely solely on broadband services, and this is often due to financial limitations rather than a preference for streaming content. Moreover, 80% of individuals who are either renters or have never watched pay TV would opt for MVPD (multi-channel video program distributor) services if cost weren't a barrier. As younger generations, such as Millennials, grow older and earn more, many eventually return to cable TV subscriptions.
Sean Cunningham, president and CEO of VAB, noted, “The number of users turning to streaming services is growing rapidly, and there's evidence that some prefer these platforms over traditional TV. In fact, some users spend eight times more time watching streaming content than live TV. However, these trends don’t necessarily indicate a decline in the overall value of cable TV.â€
He added, “All the data in the VAB report comes from audited third-party sources, ensuring reliability. This allows both advertisers and broadcasters to make informed decisions based on real-world numbers, free from assumptions or biases in the advertising technology space.â€
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