Despite Streaming’s Inroads, Tentpole TV Viewing Still Done Traditionally
According to Inscape’s Q1 2024 TV Market Trends report, nearly 80% of U.S. households’ viewing time for news was via cable, satellite or over-the-air antenna.
Although streaming is capturing an increasing share of live, linear viewing — thanks to smart TV apps and devices that provide access to what broadcast and cable networks are currently airing — there’s one realm where traditional inputs still reign supreme: sports and news. According to Inscape’s Q1 2024 TV Market Trends report, nearly 80% of U.S. households’ viewing time for news was via cable, satellite or over-the-air antenna.
- Traditional inputs accounted for over 72% of sports viewing during Q1.
- For March Madness, 72.7% of viewing time for the women’s NCAA basketball tournament and 68.6% of the men’s tournament occurred on cable/satellite/OTA.
- Looking at awards shows, over 80% of the Oscars’ viewing and 75.7% of the Grammy’s happened through traditional inputs.
To get more smart TV insights, download Inscape’s Q1 2024 TV Market Trends report here.
