Television is gradually losing its share of the US advertising market as Americans shift to digital platforms and move away from pay packages, a market tracker said on Wednesday.

A report by the research firm eMarketer said outlays on TV ads will slip 0.5 percent in 2018 to $69.87 billion.

As a result, television's share of total US media ad expenditures will drop from 33.9 percent in 2017 to 31.6 percent.

Researchers said TV is feeling the pinch from online platforms -- sometimes called "over the top" or OTT services -- like Netflix and Amazon that let viewers watch on demand.

"The shift of audiences to OTT viewing is changing the climate of the TV ad market," said eMarketer senior forecasting director Monica Peart.

"As ratings for TV programming continue to decline, advertiser spending will also continue to see declines, especially in years that do not boast major events such as presidential elections and Olympic games."

The researchers said the downward trend may see a slight respite in 2020 due to the US presidential election and Summer Olympics in Tokyo, but it will sink back to negative territory in the following years and fall to less than a quarter of total ad spending by 2022.

According to eMarketer, cord-cutting -- or dropping pay TV packages such as cable or satellite -- continues to gain momentum in the United States.

The number of traditional TV viewers in the US will drop 0.2 percent to 297.7 million, the report said, while streaming services will grow 2.7 percent to reach 198.6 million this year.

In 2017, total ad spending on traditional television dropped for the first time since 2009, the report said.

tu/rl/it

NETFLIX

AMAZON.COM

Related Links
Satellite-based Internet technologies

Tweet

Thanks for being here; We need your help. The SpaceDaily news network continues to grow but revenues have never been harder to maintain. With the rise of Ad Blockers, and Facebook - our traditional revenue sources via quality network advertising continues to decline. And unlike so many other news sites, we don't have a paywall - with those annoying usernames and passwords. Our news coverage takes time and effort to publish 365 days a year. If you find our news sites informative and useful then please consider becoming a regular supporter or for now make a one off contribution.
SpaceDaily Contributor $5 Billed Once credit card or paypal		SpaceDaily Monthly Supporter $5 Billed Monthly paypal only

Apple goes back to school with new iPad, apps
Chicago (AFP) March 27, 2018
Apple on Tuesday unveiled new applications and a discounted iPad tablet aimed at the education market as it tries to regain momentum lost to Google in the world of classroom technology. At an event in Chicago, the California-based Apple showcased a new, free curriculum called Everyone Can Create that enables teachers to integrate drawing, music, filmmaking or photography into their lessons. Apple also announced Schoolwork, a new app that helps teachers create assignments and see student progress ... read more