Cable TV is expected to lose viewers in 2024 as more Americans migrate to streaming and alternative methods of watching TV.
According to a new Nielsen estimate, cable TV currently accounts for just 26.7% of total TV watching, while streaming accounts for 41.4%. As of July 2024, broadcast TV retains 20.3% of viewership, while alternative methods of viewing account for 11.6%.
Overall, total viewing in July 2024 was up 2.3% from May and 3.5% from a year ago, according to Neilson, with the Summer Olympics in Paris being one of the key reasons for the increase. This occurs as sports become one of the few things Americans watch live on television, raising ad revenue from sporting events.
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More cable TV subscribers are streaming TV. In our polls, the second most common reason to cancel cable TV—after saving money—is a decrease in internet usage. They are now streaming video, which raises the question of why they are paying for cable TV if they are not using it.
Regardless of how you look at it, cable TV is losing viewers, even among those who continue to subscribe.
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