It is not a secret the percentage of adults that subscribe to Traditional Cable or Satellite has been falling for years. According to the Pew Research Center, the percentage of US adults who say they receive traditional cable or satellite has decreased by 26% from 2015-2021. In 2021 Traditional Cable and Satellite now are at 56%. Full article here https://bit.ly/3gpFrvT
I have read predictions on how low it will go but I will not speculate. My only comment is that with CTV Content ( Free and Paid) and CTV devices & interfaces getting better all the time traditional outlets will continue to falter.
For advertisers, this means more addressable opportunities, larger scale, better targeting, increased relevant messaging, superior ROI or ROAS
CTV | Streaming getting better all the time for viewers and advertisers.