This article explains linear TV, its characteristics (rigid schedule, real-time engagement, limited viewer control), and its contrast with OTT. It highlights Nielsen data showing linear TV viewership dropped below 50% in July 2023, while streaming reached a record 38.7%. The piece concludes by discussing the transformation of linear TV operators like Vodafone and Viacom18 to cloud-based infrastructure to integrate digital targeting and personalization.
Linear TV's declining viewership, now under 50% in the US, signals a fundamental shift in audience consumption habits, with streaming firmly establishing itself as the preferred viewing method. This trend necessitates accelerated strategic pivots for traditional broadcasters, focusing on digital integration and cloud-based distribution to remain competitive. The move by operators like Vodafone and Viacom18 towards Cloud TV indicates a recognition that future growth requires combining linear scalability with digital targeting capabilities. Industry players should monitor next quarter's Nielsen data to see if streaming's share continues its sharp upward trajectory against linear TV.
Add StreamingMeme as a preferred source on Google to see more of our streaming news at the top of your Search results.
Add as preferred source