Cable TV’s demise just became official

Streaming appears to have reached its inflection point. According to new data released by Nielsen Research, linear TV viewership (cable + broadcast TV) accounted for less than 50% of all TV usage last month for the first time ever.

Per the data:

• Broadcast and cable TV represented a record-low 49.6% of total TV usage in July. Compared to this time last year, broadcast viewing was down 5.4%, and cable viewing was down 12.5%.
• On the flip side, streaming usage increased ~25% over the past year, and streaming services like YouTube and Netflix accounted for a record ~39% of total US TV usage in July (the category’s largest share reported to date).

And, like The Little Engine That Could, this trend is set to keep on going. By the end of 2025, cord cutters – defined as those without a TV subscription from a cable, satellite, or telco TV access provider – will comprise an estimated 72% of US households.

🙅‍♀️ But there are still a few holdouts. Namely, those who prioritize watching live events. According to a recent CableTV.com survey, ~41% of people who still pay for cable say they do so in order to watch live events, including sports, entertainment award shows, and news.

However, streaming services like Max, Peacock, and Apple TV are rushing to add sports and news coverage. So whichever way you spin it – it appears the demise of linear TV has not been greatly exaggerated.