Linear TV still dominates the TV market

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 30, 2021, 5:23 PM UTC

Digiday’s Future of TV briefing highlights the top trends in TV, streaming and digital videos in the first half of 2021.

A Nielsen study found 64% of US people spent time watching linear TV in May 2021, as opposed to 26% for streaming. Studies also show linear TV still represents the lion’s share of the overall TV ad market.

In the first quarter of 2021, top pay-TV providers in the US lost around 1.9 million and streaming pay-TV providers shed 241,000 subscribers. YouTube’s connected TV footprint continued to grow, with 40% of YouTube ads now being served on the CTV screen.

While streaming giants Netflix and Disney+ added subscribers during the past few months of this year, the numbers were underwhelming. In the first three months of 2021, Netflix added 2 million fewer subscribers than expected, while Disney+ added 5.7 million fewer subscribers than the average Wall Street analysts’ forecasts.

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