cable news has been on a tear in recent years, but one measure of that success is the popularity of ad-supported streaming services like Netflix and Hulu.
Advertisers are increasingly paying to stream programs, even on the traditional broadcast networks.
And those companies, along with streaming competitors, are paying more to stream live TV on demand.
While those numbers have not yet been as strong as they might be, the cord cutting trend is accelerating as more consumers abandon traditional cable TV.
Ad ratings have also been growing, reaching record highs.
In the fourth quarter, Nielsen reported that the average amount of ad time spent on cable news in the United States had reached a record high.
As a result, advertisers are paying to advertise online in more places, and that has been putting a premium on live TV programming.
With that increased advertising revenue comes a greater need for advertisers to stream more content.
That means advertisers are starting to pay more attention to their audiences, which is why they are paying even more to show up on ad-free streaming services.
As such, the trend toward cord cutting is picking up steam, with many TV stations and advertisers reporting higher ad rates for streaming.
But there are signs that cord cutting isn’t necessarily the only way to boost ratings.
Ad-supported ad streaming services are beginning to pay to air more live programming.
That may be a good thing for advertisers, but it could also have a negative impact on viewership.
“Advertisers that are already paying for streaming and want to be able to see more content, they may decide to cut back on that service,” said Matt Miller, the senior vice president of media and media research at ad firm Gartner.
Miller cited a recent study from Nielsen that found a significant uptick in viewers who watch ad-less online video.
That could be bad for advertisers and bad for the content that is being shown on those channels.
“The number of advertisers who are willing to pay for ad-based video content is going to go up,” Miller said.
For example, one study that looked at a number of TV shows found that the number of ad hours streamed per week went down as viewers tuned out of traditional TV channels.
In that study, those ad-sponsored video views were a net loss to traditional TV networks.
Ad streaming is already part of TV news in a lot of ways.
While the Nielsen study found that people watch ad time on many online channels, they aren’t watching it on the networks that air those shows.
That is the case for CNN, Fox News and MSNBC, which are all owned by Comcast.
For many viewers, watching the networks they air isn’t something that comes naturally.
Miller said that may change with the advent of cord-cutting, but not immediately.
“For now, we see a lot more ad-driven programming and it’s a big part of our audience,” he said.
“We are not looking at the decline of traditional media content.
But it will likely continue to play a larger role in our content delivery.”
A study by Nielsen found that traditional media networks were still the dominant source of TV advertising dollars for the first half of the year, while ad-saturated online video platforms had a more favorable position.
Nielsen’s study, which included the Nielsen Media Lab, showed that the traditional media companies that aired most ad-funded programming were Fox News, MSNBC and CNN.
But for the period between June 1 and the end of October, ad-backed streaming services such as Netflix and Amazon Prime Video were the dominant providers.
While it may be tempting to believe that people will start tuning out of their cable TV channels to avoid ad-heavy programming, that is not the case.
“There is a lot that is out there for advertisers looking to reach a targeted audience,” Miller noted.
“You have a lot going on with traditional media, and you also have this other emerging, ad free, ad driven media.”
That may make some advertisers hesitant to go into ad-pay TV.
However, it may also make it easier for advertisers who want to reach those audiences to stream a lot less of their programming.
As it stands now, that could lead to a smaller audience for traditional media channels that are still offering a lot to advertisers.
“As it stands, it’s really hard to know how that’s going to play out,” Miller concluded.