In 2024, there is still an argument that going back to cable TV, like Comcast or Spectrum, would be less expensive than streaming. So, how many Americans just use cable TV in 2024? According to Inscape’s TV Market Trends Report from Q4 2023, only 5% of Americans exclusively use cable TV to watch TV on smart TVs.
Just 40% of Americans use both streaming and cable TV to watch TV, leaving 55% of Americans relying 100% on cable TV to watch their programs.
The bad news for cable TV does not stop there. 63.9% of Americans only streamed TV content. 29.6% mostly streamed their TV with just a little cable TV programing. That means 93.5% of all TV viewing on connected TVs was done either all by streaming or mostly by streaming.
What about antennas? According to this report, OTA TV viewing made up only 2.8% of all TV time on smart TVs. Game console time was up to 5.8% of all TV usage as Americans game more often.
Clearly most Americans do not find the programing they want to watch on cable TV.
The question now is how low will cable TV viewership drop by the end of 2024. We are far from the days when cable TV was king.
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