Streaming Surpasses Broadcast and Cable in Viewership

Rapid Summary

• Streaming surpasses broadcast and cable in TV viewership: As per Nielsen’s data, streaming accounted for 44.8% of TV consumption in teh U.S., overtaking broadcast and cable’s combined share of 44.2%.
• Four-year trends: Streaming saw a 71% rise in use, while broadcast declined by 21%, and cable dropped by 39%.
• Top streaming platforms: YouTube (excluding YouTube TV) leads the market with 12.5% viewership as of May, followed by Netflix at 7.5%.
• Projected future shifts:

– Streaming anticipated to reach around 50% of overall viewing by mid-2026.
– Cable is predicted to dip further and lag behind streaming usage substantially.
– youtube may surpass cable within two to three years.

• Growth drivers:

– The integration of technologies like SpaceX Starlink could expand global internet access.
– AI is cited as enhancing lower-cost content creation while improving quality.

Indian Opinion Analysis

The data shows an accelerating transformation in media consumption patterns globally, notably substituting traditional formats like broadcast and cable with digital platforms such as YouTube and Netflix.While this trend mainly reflects developments in the U.S.,its implications extend worldwide,including India-a key growth market for tech-driven entertainment.

India’s fast-growing internet penetration makes it poised to experience similar transitions. With platforms like YouTube already widespread among India’s tech-savvy population, increased adoption can be expected with advancements such as satellite-driven internet via systems like Starlink or affordable AI-powered content growth tools.

From a policy viewpoint, India’s regulatory surroundings on digital broadcasting will need agility to adapt effectively as streaming further monopolizes attention spans over traditional television channels or multi-device connectivity becomes ubiquitous across urban and rural geographies alike.

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