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What a difference a year makes in cable cord-cutting

Article by Sara Lebow  |  Dec 12, 2022
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What a difference a year makes in cable cord-cutting
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Topics
Video-on-Demand (VOD)
TV
Time Spent with Media
United States

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

Time spent with cable and broadcast TV is decreasing, a trend that’s been particularly pronounced over the past year. Streaming accounted for 36.9% of US time spent with TV as of September 2022, up from 27.7% in the same month in 2021, according to Nielsen. Streaming stole share from all other TV categories.

Share of US Time Spent With TV, by Type, Sep 2021-Sep 2022 (% of total)
E-Mail ChartDownload

Beyond the chart: Next year, for the first time, non-pay TV households will outnumber pay TV households in the US—by nearly 6 million, per our forecast.

Broadcast TV saw a slight bump between June and September 2022 due to sports programming, specifically the new football season, according to Nielsen. But as sports viewers increasingly move to digital, broadcast networks and advertisers won’t be able to count on that seasonal bump.

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