The Advertising Research Foundation has proposed a new framework for classifying how US households connect to TV. Data from the DASH TV Universe emphasizes the continued mainstreaming of streaming television, the “appification” of Pay TV and the erosion of Broadband Only penetration as a useful definition of TV connection. Key findings include:
– The penetration of paid AVOD services has jumped from 17% in 2022 to 63% in Spring 2024. Netflix and Amazon Prime accounted for the vast majority of the most recent gain. SVOD penetration has fallen over the same time period, though not at the same rate
– FAST TV continues to grow
– vMVPD penetration is flattening out, but adoption has picked up among older (55+) households.
– More than 40% of pay TV households use apps to receive all or some of their TV signals, effectively outmoding the concept of BBO (Broadband Only).

“The latest trend data from DASH underscores the need for an updated view of how TV is defined and consumed,” said Paul Donato, Chief Research Officer at ARF. “As the lines between traditional pay and streaming services continue to blur, we’re moving toward a new paradigm that will more accurately represent how households connect to television.” ARF recommends a new classification system for TV households that divides them into six segments based on what TV signals they receive. Four of these segments constitute the Pay TV universe, including traditional and virtual means of access, which represented 59% of TV-accessible households in spring 2024. The other two segments capture households relying on Over-the-Air (OTA) and digital-only signals. Notably, the Pay TV segments and OTA comprise the Linear TV universe, which represented 74% of U.S. TV households in spring 2024.

Fox had an 8.4% share of total TV in Nielsen’s October Media Distributor Gauge, Fox’s best number since the distributor-based calculations began in November 2023. It was also the second straight month that Fox notched the largest monthly increase among all reported media distributors, with overall viewing up 16% in October (+1.1 pts.). On top of last month’s 69% bump in viewing, Fox broadcast affiliates were up another 16% in October, driven by sporting events including NFL and college football, MLB playoffs and World Series Games 1 and 2. In cable, election-related coverage boosted Fox News Channel to a 12% viewing increase in October, and FS1 rose over 260%, due primarily to its MLB NLCS games. FOX also benefited from a 2.5% lift in Tubi viewing.

Amid Elon Musk’s jokes (?) about buying MSNBC and replacing Rachel Maddow with Joe Rogan, CNN’s Brian Stelter reported Monday that “more than one benevolent billionaire with liberal bonafides has already reached out to acquaintances at MSNBC to express interest in buying the cable channel.” But it appears the news net is not for sale. Comcast announced last week its plan to spin off MSNBC and most of its other cable channels into “SpinCo,” a cable programming company.

Digital out of home revenue grew 7.3% in 3Q24 versus last year. DOOH accounted for 33.2% of the $2.04 billion in OOH revenue in the third quarter.

The Animation Guild reached a tentative deal with the Alliance of Motion Picture and Television Producers. “After weeks of negotiations that covered months in the calendar, I am very proud of the agreement that we reached with the studios for our new contract,” said TAG Business Representative Steve Kaplan. “Not only have we seen the inclusion of advancements in the industry realized by the other unions and guilds, but we were able to address industry-specific issues in a meaningful way.” TAG negotiated a 7% increase in minimum wages for the first year of the three-year contract, followed by a 4% increase in the second year and 3.5% in the third year.

Don’t leave your hiring to chance—post your jobs on Cynopsis Jobs and connect with qualified candidates today.

Contact Carley for pricing details and start building your dream team!

Comedian Ari Shaffir has two specials set at Netflix, his fourth and fifth for the streamer. First up: “America’s Sweethearts,” described as “hilarious and darkly uplifting,” which drops Tuesday, January 14.

The film sequel and TV rights to 2008 Oscar winner “Slumdog Millionaire” have been acquired by Bridge7. “Some stories stay with us long after the credits roll and ‘Slumdog Millionaire’ is undoubtedly one of them,” said former Netflix exec Swati Shetty and former CAA agent Grant Kessman, founders of Bridge7. “What makes ‘Slumdog Millionaire’ extraordinary is not only its cinematic brilliance – spanning storytelling, music, and its remarkable accolades, but also how it brought together talent from across the world to make a global winning team.”

Courtney B. Vance (“The People vs. OJ Simpson: American Crime Story”) has joined the season two cast of Disney+’s “Percy Jackson and the Olympians.” Vance replaces the late Lance Reddick, who died last year, as Zeus. “Finding someone to step into this role going forward was not an easy task, but when icon Courtney B. Vance answered the call, we knew the Gods were listening,” posted executive producer Dan Shotz on Instagram. “This legend of cinema not only wanted to honor the books, but wanted to honor Lance’s legacy.”

Matthew Broderick and his son James Wilkie Broderick will guest star on an episode of CBS’ “Elsbeth” in 2025. It’s the first time the father and son will share the screen together.

Queen Latifah is set to host the “The 47th Annual Kennedy Center Honors Awards,” airing Sunday, December 22 at 8:30p on CBS. Done+Dusted will produce for the third year, in association with ROK Productions. The event will be executive produced by David Jammy, Elizabeth Kelly and Jack Sussman.

Amanda Kloots (“The Talk”) is guest starring on the penultimate episode of CBS’ “Blue Bloods” on Friday, December 6 at 10p. On the series finale the following week, Edward James Olmos (“Miami Vice”) guest stars.

Want more nature? NBC docuseries “The Americas” debuts with back-to-back episodes on Sunday, February 23 at 7p. Hosted by Tom Hanks, the 10-parter promises “remarkable world firsts; new species, new intimate courtship, dramatic deep sea hunting and some of nature’s strangest stories – even a frog that seems to defy death every day.”

CNN will debut its inaugural “Thanksgiving in America” special on Thanksgiving Day. From 8a to 12p, the show will feature celebrity guests sharing holiday traditions, hosted by CNN Anchor and Correspondent John Berman and CNN Anchor and National Correspondent Erica Hill from NYC.

Gear up for CES 2025 with the Cynopsis Daily Wrap-Up—your essential source for the latest insights and breakthroughs from the world’s most influential tech event. From January 7-11, stay informed with concise, high-impact recaps covering everything from AI and sustainability to the next wave of automotive tech. With 85,000 opt-in subscribers, four banner ad spots, and exclusive editorial mentions, sponsoring this newsletter gives your brand 100% Share of Voice (SOV) to maximize visibility. Don’t miss out on the chance to position your brand at the center of CES 2025 excitement!

Contact Albert Nassour to reserve your premium placement.

Mary Ellen Adcock, SVP of Operations for Kroger, has been upped to CMO. Adcock succeeds Stuart Aitken, who is leaving to pursue another opportunity.

Fanatics has hired Jeremi Gorman as Senior Advisor. Gorman has served as President of Advertising for Netflix and Chief Business Officer at Snap, Inc.

Today’s Trivia Question
Which TV series was set 15 years after the film of the same name on which it was based? (Email [email protected] with your answer and be sure to include your name, company, city and time zone. Unofficial rules: a limit of four answers per time zone.)