Q3 2022 Digital Video Trends

Cord-Cutting Continues, and Netflix Pushes Into Advertising

About This Report
Major streaming services like Netflix and Disney+ dive into advertising while more viewers cut the pay TV cord.
Table of Contents

Executive Summary

This is the latest installment in an ongoing series of quarterly video overviews focusing on monetization, audience, and content. On the radar for Q3: updated cord-cutting forecasts, Warner Bros. Discovery’s new approach to content, and Netflix’s dive into advertising and crackdown on password sharing.


  1. To what degree is pay TV viewership declining?
  2. How are streaming services expanding their advertising offerings?
  3. Which streaming services are pivoting their content strategies?

WHAT’S IN THIS REPORT? Key events in the digital video industry based on data, trends, and business activity in Q3 2022, as well as our updated ad spending forecasts for pay TV, non-pay TV, and virtual multichannel video programming distributors (vMVPD) viewers.

KEY STAT: US pay TV will decline 7.2% this year to 66.4 million households.

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Ross Benes


Chuck Rawlings
Senior Researcher
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