Shulou(Shulou.com)11/24 Report--

CTOnews.com, Aug. 16, according to the latest report from Nielsen, the viewing time of linear television (linear TV) has been less than 50% of the time spent on all televisions. This means that traditional radio and cable television are losing their audience's favor, while emerging video platforms such as YouTube, TikTok and streaming are on the rise.

Picture source Pixabay linear television (linear TV) refers to the traditional television broadcasting system, which is transmitted by cable, satellite or wireless. The characteristic of linear television is that viewers must watch specific programs at a fixed time according to the schedule scheduled by the TV station or channel. Viewers cannot pause, rewind or fast-forward programs at will, nor can they watch content on demand, as opposed to on-demand streaming (streaming).

Nielsen began using a new indicator in 2021 to measure how people spend their time watching TV. This indicator divides television usage time into four categories: broadcast television (broadcast TV), cable television (cable TV), streaming media and others (Other). Other categories include devices such as game consoles and media players.

From June to July 2023, viewing time for radio and cable television fell by 1 per cent each, while streaming and other categories increased by 1 per cent, according to the report. If compared with the same period last year, the downward trend is more obvious. The viewing time of cable TV fell 12.5% from the same period last year, accounting for less than 1/3 of the audience's time, while radio and television decreased to 1/5 of the total viewing time. At the same time, streaming has hit an all-time high, with video platforms led by YouTube and Netflix accounting for nearly half of radio and television viewing time. Other categories have also continued to rise over the past three months, although they have declined slightly compared with the same period last year.

CTOnews.com notes that this trend is also supported by other research institutions. Cable providers are estimated to have lost about 1.73 million subscribers in the second quarter of 2023, according to a recent report by Leichtman Research.

In fact, traditional television has been faced with competition from many aspects. Not only streaming giants such as Disney and HBO Max, but also video platforms such as YouTube and TikTok that rely on creators to produce content quickly and cheaply. As a result, Nielsen's audience loss figures are not surprising, but a corollary.

If traditional TV wants to survive in this video war, it must adapt to the changes of the times, innovate the form of content, and improve the user experience. Otherwise, it may be eliminated and become a footnote to history.

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