Cable’s gross advertising revenue decreased by 5.9% in 2024, reaching $20.2 billion. According to S&P Global Market Intelligence, that’s the lowest dollar total since 2007 and is directly linked to reduced ratings and increased competition from ad-supported streaming services.
What’s the outlook through 2029? S&P offered its best guess while also sharing all-important cable network subscriber projections in an environment when broadcast TV is at a pivotal evolutionary point in its 77-year history.
