Cord-cutting accelerated during the pandemic, as a record number of U.S. households cancelled cable and satellite services, according to eMarketer. However, there are still more households with pay TV than households that have never had pay TV, meaning the shift toward streaming entertainment could be far from over.
At the same time, linear TV ad spend is expected to exceed $67 billion in the U.S. in 2021, while connected TV ad spend will total just $13 billion. Again, these statistics suggest that we are still in the early days of streaming adoption.