This year for the first time ever, the viewership share of linear television (i.e. traditional broadcast and cable) has fallen below 50%, according to Neilsen. But it’s not that people aren’t watching TV; it’s just that they are no longer watching it the way they used to: streaming is rapidly taking over and now represents nearly 39% of total TV usage.
CTV’s flexibility, accessibility and pricing make it a better deal for consumers, and its advanced advertising capabilities make it better for brands. (Whether CTV, and streaming in general, is better for content creators and distributors is another question entirely, and one that was at the center of this year’s high-profile Hollywood strikes, but that’s a topic for another time.)
