4/10 Live TV is here to stay – and it’s growing.
The growth of online streaming services and the growth of cable TV as a destination have seen a boom in live TV as an entertainment option.
And this growth is happening fast.
According to research from the Interactive Advertising Bureau (IAB), live TV subscriptions in the US are up by more than 40% since 2013.
By the end of 2019, that figure is expected to top 1.8 billion.
And, by 2021, the figure will hit 2.4 billion, according to the IAB.
The reason for this rapid growth is clear: viewers are spending more time on the internet than ever before.
With the rise of streaming services, viewers are choosing to binge-watch on demand.
And the more they watch, the more likely they are to tune in.
It’s no surprise then that the number of live TV subscribers in the United States is now at a record high, according the IAA.
And it’s only expected to increase as more of the country’s population becomes internet-connected.
There are currently more than 30 million live TV users in the country, with more than 3.6 million subscribing to a service such as DirecTV Now.
With this growth comes an increase in demand for live TV.
As more people are able to stream live, the cost of delivering live TV is rising.
With that, the ITA expects live TV providers to pay a premium in the future.
It is expected that by 2021 and 2022, live TV fees will be between $3 and $5 per subscriber, depending on the service.
And while this premium will continue to rise, it will also decrease over time, according IAA data.
The cost of the same service would be about $1.20 per subscriber in 2021 and $2.50 in 2022.
But what about the cable TV subscription?
As more of us become internet-capable, the cable subscription is set to decline.
According the IBA, cable TV subscriptions are set to fall from more than 10 million in 2018 to 6.3 million in 2021.
Cable TV subscriptions will drop to just over 7 million by 2021.
And by 2022, it is expected they will fall to just under 4 million, according Toi.
While cable TV will still provide a revenue stream, it won’t be nearly as high as the online streaming service.
So, while the cost per subscriber will continue increasing over time as more people start subscribing to the cable network, the future of the cable television subscription may not look like the one you are familiar with.
Live TV will only be as big as the number that pay for it.
With the advent of streaming, people are more likely to watch live TV and it becomes more convenient to do so.
But that’s not the only way in which people will want to watch it.
People are also more likely than ever to stream it.
According Toi, the number and share of live streaming subscriptions is expected increase from 8.7% in 2021 to 9.2% in 2022 and to 13.4% in 2023.
And in 2021, over 7% of US households were streaming their favourite shows, including the Oscars, and that number is expected grow by nearly 10% in 2024.
There are other factors that will affect how live TV can be enjoyed.
In 2020, the International Association of Broadcasters reported that a whopping 75% of households are subscribed to Netflix.
That’s up from just 7% in 2020.
And that growth will continue.
In 2021, Netflix plans to add more than 700 live TV channels to its catalog, with many more expected to follow.
And with that, streaming will become a way for people to watch the shows they love.
So how do you choose whether to watch your favourite shows live?
The ITA’s survey found that, overall, live streaming was more popular among younger viewers.
Over half of those surveyed aged 18-24 watched at least one live TV show live on at least two occasions.
And over two-thirds of the respondents said they watched live TV on a regular basis.
In contrast, millennials, those born between 1980 and 2000, are the least likely to use live TV, according The Economist.
In fact, only 14% of millennials are streaming their shows live, compared to 26% of baby boomers.
So while millennials may be more interested in watching live TV than ever, it’s not as easy as you might think.