Press release
New Survey Finds Nearly Half of American TV Viewers Already Cordless
44 percent of subscribers plan to cut or pull back cable service in the coming year Advertisers shift budgets toward Connected TV at accelerated rate NEW
About this update from The Trade Desk, Inc.
[{"type":"text","content":"\n44 percent of subscribers plan to cut or pull back cable service in the coming year \n\nAdvertisers shift budgets toward Connected TV at accelerated rate \n\n NEW YORK--(BUSINESS WIRE)--\nCordless TV consumers are on track to become the predominant TV consumer in the next year, according to the fourth Future of TV survey of more than 4,000 U.S. adults by The Trade Desk (Nasdaq: TTD). The data shows that nearly half of American TV viewers are already cordless (47 percent), while 44 percent of Americans with cable TV anticipate pulling back or cutting service in the coming year.\n\nCord-cutting accelerated as television programming such as live sports became unpredictable through the COVID-19 pandemic and as consumers’ hunger for on-demand content grew. The shift to CTV appears to be solidifying with the majority of TV viewers aged 18 to 34 and 35 to 54 (60 percent and 53 percent respectively) already without cable. These age groups are among the most coveted by advertisers.\n\nStreaming skyrocketed in popularity even for sports viewing, which has traditionally been a driver for linear TV viewing. According to the survey, only 19 percent of TV viewers are returning to their pre-pandemic sports viewing habits. Meanwhile nearly half of viewers (44 percent) who watch sports are choosing a primary viewing source outside of linear TV. That number increases to 65 percent among sports viewers aged 18 to 34.\n\n“We are entering a new TV normal, where new streaming viewing models sit side by side with traditional TV formats,” said Tim Sims, Chief Revenue Officer, The Trade Desk. “From an advertiser’s perspective, this shift presents a tremendous opportunity. They can reach those streaming TV viewers with more precision and accuracy than ever because they can apply data to those TV campaigns in a way that’s not possible with linear. So, it provides incremental reach that’s an important element of a comprehensive TV ad campaign.”\n\nThe research also indicates the current TV content arms race cannot be financially sustained for providers or consumers without relevant ads, and consumers are becoming more receptive to advertising even on CTV. According to the study, more U.S. TV viewers report watching streaming content with ads (44 percent) than without ads (33 percent). Indeed, nearly two-thirds of U.S. TV viewers (64 percent) don’t want t...