TV Decline

Television viewership in the U.S. is down again, according to Nielson data released this week, prompting analysts to say: ‘This does not bode well for … domestic cable TV ad revenue trends.’ (Daniel Acker/Bloomberg News)

U.S. television viewership declined by 12 per cent in January compared to the same month a year earlier, the eighth consecutive double-digit drop, according to new data from ratings firm Nielsen.

The main reason for the drop-off is that viewers are switching to streaming video services like Netflix, Hulu and Amazon Video, say analysts Anthony DiClemente and Benjamin Black at investment bank Nomura.

Every media company that Nomura tracks saw viewership declines in January, according to the Nielsen data, but none fared worse than Viacom, which owns channels such as BET, MTV, CMT, Nickelodeon and Comedy Central. Overall ratings across Viacom properties were down 23 per cent in January compared to the same month a year earlier.

Source: CBC News

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