Linear TV Drops Below 50% US Viewership as Streaming Hits 38.7% High
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.
Key Takeaways
- U.S. linear TV viewership (cable + broadcast) collective dropped below 50% in July 2023, per Nielsen.
- Streaming usage reached a record 38.7% market share, growing 25.3% year-over-year.
- YouTube (9.2%), Netflix (8.5%), and Prime Video (3.4%) were key contributors to the streaming surge.
- Linear TV operators like Vodafone and Viacom18 are adopting cloud-based infrastructure to integrate digital targeting and personalization.
Why It Matters
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.
Read full article at vplayed.com
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