{"id":356835,"date":"2026-01-05T01:40:00","date_gmt":"2026-01-05T09:40:00","guid":{"rendered":"https:\/\/cms-articles.softonic.io\/es\/?p=405935"},"modified":"2026-01-05T02:37:14","modified_gmt":"2026-01-05T10:37:14","slug":"streaming-surpasses-traditional-television-with-an-audience-of-45-7","status":"publish","type":"post","link":"https:\/\/cms-articles.softonic.io\/en\/streaming-surpasses-traditional-television-with-an-audience-of-45-7\/","title":{"rendered":"Streaming surpasses traditional television with an audience of 45.7%"},"content":{"rendered":"\n<p>In October 2025, 45.7% of the total television viewing time in the United States was attributed to streaming platforms, a clear increase from the 40.5% recorded in October 2024.<strong> This trend underscores a significant shift in consumer behavior towards online content<\/strong>, which promises to transform the advertising landscape in the coming years.<\/p>\n\n\n<h2 class=\"wp-block-heading\">Will prices remain the same in 2026?<\/h2>\n\n\n<p>According to projections, spending on connected television (CTV) advertising is expected to surpass spending on traditional television advertising by 2028, reaching $45.96 billion, compared to $32.45 billion estimated for 2025. Despite these advances, <strong>many companies face a deficit in formulating effective strategies for CTV advertising and lack essential data<\/strong>, which could limit their potential earnings in this expanding field.<\/p>\n\n\n<p>The streaming ecosystem is currently dominated by giants like Netflix, YouTube, Disney, and Amazon. However, potential consolidation and mergers among these platforms could alter the balance of power in the sector. <strong>Despite this dynamic, streaming services have continued to raise their prices; the average cost of the top 10 paid services in the U.S. has increased by 12%<\/strong> in 2025, accumulating double-digit increases since 2022.<\/p>\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/articles-img.sftcdn.net\/auto-mapping-folder\/sites\/2\/2026\/01\/streaming3.jpg\" alt=\"\" class=\"wp-image-405937\"\/><\/figure>\n\n\n<p>This increase in prices seems to be driving the growth of ad-supported streaming platforms. As we move into 2026, it is unlikely that the consolidation of platforms or the rise in prices will slow down, which will give media companies the urgent need to replace the <strong>decline in advertising revenue from traditional television with gains from subscriptions and ad-supported viewing.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In October 2025, 45.7% of the total television viewing time in the United States corresponded to streaming platforms, a clear increase from the 40.5% recorded in October 2024. This trend underscores a significant shift in consumer behavior towards online content, which promises to transform the advertising landscape in the coming years. Will prices remain stable in 2026? According to projections, spending on connected TV (CTV) advertising is expected to surpass spending on traditional television advertising by 2028, reaching $45.96 billion, compared to $32.45 billion [&#8230;]<\/p>\n","protected":false},"author":9317,"featured_media":356836,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","wpcf-pageviews":0},"categories":[1015],"tags":[4608,20050,4659,1827],"usertag":[],"vertical":[],"content-category":[],"class_list":["post-356835","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-marketing","tag-plataformas-streaming","tag-publicidad","tag-streaming"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/posts\/356835","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/users\/9317"}],"replies":[{"embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/comments?post=356835"}],"version-history":[{"count":2,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/posts\/356835\/revisions"}],"predecessor-version":[{"id":356841,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/posts\/356835\/revisions\/356841"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/media\/356836"}],"wp:attachment":[{"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/media?parent=356835"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/categories?post=356835"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/tags?post=356835"},{"taxonomy":"usertag","embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/usertag?post=356835"},{"taxonomy":"vertical","embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/vertical?post=356835"},{"taxonomy":"content-category","embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/content-category?post=356835"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}