The Modern Retail report reveals the ongoing ascent of streaming video, which reached 40.3% of total U.S. TV usage in June 2024, surpassing traditional cable and broadcast. Nielsen shows cable and broadcast viewership remained under 50%, indicating a shift in consumer habits towards on-demand content. A survey of marketing professionals highlights YouTube's dominance in ad placement, although its share is declining as competition from Amazon's Prime Video grows, signifying evolving strategies among brands and agencies in their advertising approaches.
In our latest report, we see streaming video continues to rise, eclipsing traditional cable and broadcast, which struggle to maintain audience share amid changing consumer behaviors.
YouTube leads the ad-supported streaming services for the third consecutive year, but it faces increasing competition from newer entrants like Amazon's ad-supported Prime Video, which reflects shifting market dynamics.
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