Come 2024, the number of cord-cutters and cord-nevers, at 138.1 million, will surpass the pay TV viewership, at 129.3 million, in the US. The gap will continue to widen as more people say goodbye to traditional cable, satellite, or telecom live TV services.

While TV investments have remained resilient, YouTube is looking to drive viewership in a unique, consumer-first way. In this Q&A, Google's Brian Albert, managing director, shares why linear TV is largely going to revolve around live sports and news and connected TV is going to be the main topic in every Upfronts negotiation this year.

Read Insider Intelligence's latest stories on TV—both live and streaming

The return of live sports produced a flurry of licensing activity from broadcast networks and streaming services—including digital video, social, and ecommerce platforms. It also reignited concerns about the sustainability of pricing models for sports video and TV.

On today's episode, we discuss how inflation is changing consumer behavior, whether 15-minute delivery is too good to be true, the potential of Apple's realityOS, how much of the information shoppers give retailers is false, the ceiling to spending time on TikTok, an unpopular opinion about buying things from TV ads, pets' roles in Americans' lives, and more. Tune in to the discussion with our senior director of Briefings Stephanie Taglianetti, director of reports editing Rahul Chadha, and director of forecasting Oscar Orozco.

On today's episode, we discuss how Americans' attention shifted in 2021 (and what that means for the year ahead), the promise of ultra-fast delivery, the ideal amount of ads you should show viewers, whether gaming is more popular than TV for Gen Z, Facebook testing giving more control of the newsfeed to users, the office of the future, how far away the average American adult lives from their mother, and more. Tune in to the discussion with eMarketer analyst Blake Droesch and principal analysts at Insider Intelligence Suzy Davidkhanian and Paul Verna.

On today's episode, we discuss the most interesting takeaways from Amazon's Q3 earnings, why the online store's sales hit the brakes, and how Amazon's ad business is coming along. We then talk about Walmart testing an SMS-assisted ecommerce tool called “Walmart Text to Shop,” how new brick-and-mortar stores might look different, and Pinterest's new shoppable live series called Pinterest TV. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Andrew Lipsman.

As brands strategize on how best to engage consumers, Mint Mobile is looking to leverage event programming such as live news and sports. In this Q&A, Mint Mobile's Aron North, CMO, discusses the importance of experimentation, and why the brand allocates 10% of its budget for exactly that.

It makes sense: YouTube was the top destination for viewing live video content, cited by 52% of US social video viewers ages 16 and older, according to the Censuswide and TheSoul Publishing survey. Live commerce is also an opportunity for YouTube to stand out in the crowded social commerce market, as no other social platform has quite figured it out yet.

On today's episode, we discuss how networks and distributors' continuing fight over retransmission fees will affect consumers and what an increasingly crowded streaming market will look like. We then talk about just how big in media Apple wants to be and the relationship live sports have with linear TV and streaming. Tune in to the discussion with eMarketer senior analyst at Insider Intelligence Ross Benes.

Many cord-cutting households will turn to such services as Hulu + Live TV and YouTube TV. By the end of 2022, 15.0 million households will subscribe to a vMVPD, up 7.6% from 2021 and representing 11.4% of all US households. The growth of vMVPDs will not be enough to offset the decline of pay TV.

For each of the past four quarters, beginning in Q4 2020, Hulu with Live TV reported fewer subscribers. Sling TV also recently reported subscriber losses. The pandemic made consumers price sensitive at a time when vMVPD subscription fees kept rising. The significant disruption that COVID-19 placed on live sports also reduced the marketability of these products.

The consumption of at-home media and entertainment thrived amid the coronavirus pandemic, but the total shutdown of live events and the pause on film and TV production will cause digital ad spending to decline in 2020.

eMarketer analyst Ross Benes and forecasting analyst Eric Haggstrom discuss what people in quarantine are watching. Will TV advertising dip? Which streaming services will gobble up new users? They then talk about Apple's new iPhone, how HBO Max plans to launch and empathy-led marketing.

Digital video arguably now exceeds live TV in terms of reach, while paid-for video services made a quantum leap between 2020 and 2021. An overwhelming majority of internet users still watched live TV broadcasts, and that interest doesn’t seem to be waning. Similar to 2019 and 2020, over 90% of respondents had watched live TV in the prior month as of Q1 2021.

Time devoted to live TV, digital video, and music streaming all increased. In Q1 2021, the share of Taiwan’s internet users who watched live TV in the previous month was essentially the same as in H1 2020, at 79.2%. However, internet users spent 1 hour, 37 minutes (1:37) per day, on average, with live TV in H1 2021—compared with 1:26 in 2020.

Broadcast TV is close to holding its own against digital video, but live radio struggles to compete with digital audio. Live TV is still a major draw for Saudi Arabia’s internet users. Some 91.4% of those polled in 2021 had watched live TV in the prior month. Broadcast TV viewing actually increased YoY among respondents ages 16 to 34, and those living in the suburbs.