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Cable TV Viewership Continues to Plummet to All-Time Low

cable viewership plummeting

The decline of cable TV viewership has reached a new low in 2023, with cable TV viewing dropping below 30% of all TV viewing. According to Nielsen, cable TV network viewing now accounts for only 28.3% of all TV viewing, while streaming services account for 36.1% and broadcast TV accounts for 24.9%. Other forms of viewing make up 10.7% of the total.

This marks a significant shift in viewer preferences and highlights the growing dominance of streaming services. Furthermore, Americans are spending more time on streaming, with the percentage of time spent on streaming increasing from 32.4% in January 2023 to 36.1% in November 2023.

Key Takeaways:

  • The decline in cable TV viewership has reached a new low in 2023.
  • Streaming services now account for 36.1% of all TV viewing.
  • Americans are spending more time on streaming, with the percentage of time spent on streaming increasing.
  • Cable TV viewership has experienced a significant shift in viewer preferences.
  • The dominance of streaming services is shaping the future of television consumption.

The Impact of Streaming Services on Cable TV

The rise in streaming services has had a profound impact on cable TV viewership. Increasingly, Americans are turning to on-demand services like Netflix, Prime Video, and Hulu, finding that these platforms offer enough content to meet their entertainment needs.

This shift in viewer preferences is reflected in the decreasing viewership of cable TV networks, as viewers opt for the convenience and variety provided by streaming services. The data shows that just 28.3% of all TV viewing is now from cable TV networks, indicating a significant shift in the way people consume television content.

Streaming services offer viewers the ability to watch their favorite shows and movies on-demand, allowing them to choose what they want to watch and when they want to watch it. This is appealing to busy individuals who may not have the time to follow a strict cable TV Schedule.

These platforms also provide a vast library of content including original series, movies, documentaries, and more. This wide selection caters to diverse viewer preferences meaning there is something for everyone.

Many prefer to access these services on media devices such as the Amazon Firestick and Android TV. These make it extremely easy to install various Streaming Applications and APKs that provide content in an easy-to-use format.

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As the streaming industry continues to thrive, cable TV Providers are exploring ways to remain relevant and compete in the evolving landscape. Some are launching their own streaming platforms or integrating with existing services to offer more content. However, the dominance of streaming and the preferences of viewers suggest that Cable TV networks will need to adapt further to maintain their relevance in the future.

Top Streaming Services in the Market

When it comes to streaming services, there are a few names that dominate the market. YouTube takes the lead with a 9% market share, followed closely by Netflix with 7.4%. Prime Video, from the e-commerce giant Amazon, holds a respectable 3.4% share, while Hulu trails behind with 2.7%. Finally, we have Disney+ with a 1.9% market share.

While YouTube tops the list, many are fed up with the constant ads that accompany this service. The platform has experimented with blocking ad-blockers and continue to impose restrictions and censor tons of popular creators.

Luckily, there are various ad-free YouTube options that work in the exact same fashion as the original without all of the annoying advertisements.

The high number of users streaming clearly showcases the dominance and influence of these platforms in shaping the future of television consumption. As more viewers turn to streaming services as their preferred mode of entertainment, these platforms are doubling down on investment in original content and expanding their offerings to cater to evolving viewer preferences.

Streaming services have revolutionized the way we consume content, providing a vast library of shows, movies, documentaries, and more at our fingertips. The convenience, affordability, and variety offered by these services have propelled them to the forefront of home entertainment. Viewers now have the freedom to choose what they want to watch, when they want to watch it, and how they want to watch it.

Additionally, streaming services have been quick to adapt to emerging trends and technological advancements. They have embraced the rise of mobile viewing and the demand for high-quality original content, leading to the production of award-winning series and movies that have captivated audiences worldwide.

Catering to Evolving Viewer Preferences

Streaming services understand that viewer preferences are constantly evolving. They have recognized the importance of personalized recommendations and user-friendly interfaces that enhance the viewing experience. By leveraging data analytics and artificial intelligence, these platforms are continuously improving their algorithms to deliver tailored content suggestions and seamless navigation.

Furthermore, the competition among streaming services has sparked a race for exclusive content rights, enticing viewers with a plethora of options across different genres and formats. From gripping drama series to thrilling documentaries and captivating animated shows, there is something for everyone.

The advent of streaming services has also allowed for niche content to flourish. Independent filmmakers, creators, and influencers now have an accessible platform to showcase their work, giving viewers a diverse range of content to explore.

As streaming services continue to dominate the market, their impact on the future of television consumption cannot be ignored. With their vast libraries, user-friendly interfaces, and constant innovation, they have redefined the way we engage with and enjoy our favorite shows and movies.

The Future of Cable TV Viewership

The future of cable TV viewership appears to be uncertain as streaming services continue to gain momentum. The convenience, affordability, and variety offered by streaming platforms have led more viewers to gravitate towards these services, resulting in a steady decline in cable TV viewership. As the market evolves, cable providers need to adapt and find new ways to attract and retain viewers.

Ultimately, the changing dynamics between cable TV and streaming services will shape the future of the industry. The forecast suggests that streaming will continue to dominate the market, with viewers opting for the flexibility and personalized content that streaming platforms provide. Cable TV networks will need to innovate and find ways to coexist with streaming services to remain relevant in the evolving television landscape.

This story was originally published by with data coming from Nielsen.


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We want to know what you think of Cable’s decline in viewership. Are you still paying for a cable subscription? Do you solely rely on streaming services for your viewing?

Let us know your thoughts in the comment section below!

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Notable Replies

  1. Avatar for gvariz gvariz says:

    I’m 78 and still trying to quit cable But still stuck with cable and being charged to get my local channels . Can’t find an indoor antenna that works HOA won’t allow rooftop antenna. Dish and DirecTV no longer offer internet. VOIP phone does not recommend use of cellular internet. Looks like I’m stuck but will not quit trying… Merry Christmas to All and Happy New Year!

  2. Suggest you get a good stock android or android tv streaming device and subscribe to one of the many reviewed streaming services on this website. As long as you have internet service with a good signal along with a vpn you can get internet protocol television, including your local channels for a fraction of what your cable tv service is costing you.

  3. Avatar for MarkxG MarkxG says:

    Was replying then saw @sim_bill response. what he said. Troy reviews many of the Verified IPTV services out there (Youtube TV, Sling, Philo, etc…) but you will find while most of these will be less costly than your cable service there are a LOT of great unverified IPTV services out there and most carry the local affiliates across the country and these services will be as low as $8-$15/month. If you spend $20 to become a Patron it will unlock a lot of information here regarding those unverified IPTV services and allow you to truly cut the cord.

    EDIT: - You ARE already a Patron? If you are willing to sub to an IPTV service you have everything you need here

  4. Avatar for TXRon TXRon says:

    how far are you from an antenna farm? Big City?

  5. Avatar for Hfir Hfir says:

    Is sat tv service (Dish DirecTV) counted as “cable” or is that other?

  6. A business can only raise their prices to a point where the customers start telling them to go to hell . Cable, Direct and Dish have been at that point for quit awhile now .

  7. Avatar for gvariz gvariz says:

    I’ll try to reply to all who have replied so far and thank you all for your suggestions. The mountains between Tucson and my home block local signals. I am aware of the iptv options due to all the great advice on Troypoint and I have a Firestick. I just keep looking for another way to get high speed internet so I can take advantage of the iptv options, keep voip too and tell Comcast to shove it .

  8. Avatar for teehar teehar says:

    Surely comcast has internet only packages?Ditch the tv portion and use the internet for iptv.

  9. Avatar for gvariz gvariz says:

    They do but when I went to their office and explored the possibility I was told I had to keep them for another 2 years so I guess I’ll have to hang on unless I can find another satisfactory high speed internet provider… They wonder why we don’t want cable anymore.

  10. I hate to hear anyone paying so much money for cable. Please find someone who can help you to buy a fire stick jailbreak it for you and show you how to use it. All you’ll need is the internet and Surf Shark for your VPN.

  11. Hi-I am using cellular home Internet and it works fine with my IPTV and streaming apps. You might consider doing the same.

  12. There are a lot of unverified services on IPTV Wire (see link here on Troypoint), that offer great choices and selection for viewing that you can subscribe to for under $20 per month.

  13. Avatar for AMD237 AMD237 says:

    Is mounting in the attic possible at your house?
    Channel Master: Over-The-Air Broadcast Entertainment Products

  14. Avatar for gvariz gvariz says:

    Actually I’m working on that now. I’ve got a hole cut in the garage ceiling for attic access and an antenna on order. Wish me luck and Happy New Year.

  15. Now the price of streaming services is going thu the roof. It’s good to have free services.

  16. Avatar for gvariz gvariz says:

    I managed to get an antenna mounted in my attic only to discover roof tiles block all signals. Oh well it keeps me thinking.

  17. It’s amazing. They keep raising prices, sighting source costs and upgrades, etc…but nothing changes except profits and corporate bonuses. I cut cable tears ago, and will never go back.

  18. Not good for those who have defected to the “Workaround Nation”. These comm & media giants will probably double-down on plugging as many holes as possible in efforts to shut down providers and force end-users to come crawling back.

    For a little over three years, I have been using a service that’s $10/mo. for up to 5 TVs. I went from $238/mo. (+/-), to $10. Now add a multiplier to this single example that represents real-time users…Whoa! Unfortunately, about 6 mos. ago this provider has ceased new account signups indefinitely.

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