Domestic cable networks have been under pressure from declining subscribers for the past decade. This, S&P Global Market Intelligence analyst Scott Robson says, has lead to lower ratings and less advertising revenue.
“While increasing marketers’ cost per thousand viewers helped to mitigate the declines, the launch of new ad-supported video services has started to take share from traditional linear cable networks,” he says.
That’s why he estimates cable’s gross advertising revenue fell 3.4% in 2022, after peaking in 2016 and experiencing a 2021 pandemic-related bump.
