It’s no secret that one of cable television’s biggest enemies nowadays is streaming video. But according to research group TDG, as highlighted by this article on MediaPost.com, streaming video is killing paid-TV faster than expected.
According to TDG, the height of paid-TV subscriptions stood at about 101 million in 2011. It has been on a decline ever since and is expected to shrink down to 95 million as streaming video and other new viewing technologies continue to rise in popularity. Meanwhile, the percentage of U.S. broadband households who currently subscribe to a paid-TV service has declined to 87 percent after being at 92 percent only three years ago.
The decline of paid-TV services, and subsequent rise of streaming video, can lead to many different outcomes in the marketing and advertising space. One of the first things that comes to mind is the value of the already scrutinized 30-second-spot. As the development of viewing technology continues to accelerate, this is an issue that may seriously have to be dealt with sooner rather than later.