It shouldn’t come as a shock that streaming continues to take share away from traditional methods of tuning into TV. 

After all, according to Inscape’s recent Q4 2023 TV Market Trends report, streaming has increased its share of viewing time in U.S. TV homes by 8.2 percentage points – the largest gains occurring in Q4 2023 (+5.7 points). Specifically, streaming’s share of viewing time has increased from 49.3% to 57.5% in Q4 since 2021, while cable/satellite has fallen from 41.5% to 33.8%. 

But as streaming continues to become ubiquitous, there are signs that consumers are confounded by the amount of content, where to find it and the apps that help them actually watch the content of their choice. Inscape’s report – based on linear and streaming audience data from over 22 million internet connected TVs – found that after a two fold increase in the average number of smart TV apps used from the end of 2021 to the start of 2023, growth has leveled off. 

If this is an early harbinger of app overload, marketers and publishers should take note as it could pave the way for the growth of streaming bundles much like the cable bundling era of the 1990s.

Check out the FULL report: HERE