Key stat: Share of viewing time between cable and broadcast TV in the US fell to a combined 49.6% last month, according to Nielsen.
Where has the time gone? To streaming, mainly.
US time spent with digital video—which includes streaming, as well as mobile, desktop, and laptop—surpassed linear TV last year by 1 minute, according to our forecast.
Should advertisers update their budgets? They already have.
But advertisers should take note of where digital time is being spent. YouTube and Netflix, where streaming viewers spend the most time, have both been making ad improvements.
Keep in mind, things could change. With the boost of fall sports, linear TV could see a month-over-month rise in September. An end to the Hollywood writers and actors strikes may have a similar effect. But those are small factors within a greater trend: Viewers are going digital, meeting advertisers where they already are.
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