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U.S. TV viewers are cutting the cord even faster than anticipated, according to eMarketer, which is reducing its estimates for U.S. TV ad spending.
This year, U.S. TV ad spending, which includes live TV and video on demand, will be up just 0.5 percent, to $71.65 billion, according to the firm. That’s down from the $72.72 billion it predicted earlier this year. As a result, TV’s share of total media ad spending in the U.S. will decrease to 34.9 percent, with eMarketer estimating that the share will drop below 30 percent by 2021.
eMarketer has also increased its estimates for cord cutters from 2017 to 2021 and predicts that by 2021, the number of cord cutters will nearly double—from 22.2
