Ep 10: TV vs Streaming in 2025: Cord Cutting, Live Sports Growth, and What’s Next for 2026

Six years after COVID reshaped media consumption, the TV industry is still adjusting to the changes that followed. In this episode, Kelly and Sean walk through how the balance between linear TV and streaming flipped, what has happened since, and what the data suggests for the year ahead.They start by revisiting the inflection point during COVID, when streaming usage overtook cable for the first time. Since then, the gap has widened significantly, with most households now relying on streaming while traditional TV continues to decline.The conversation then moves into how that shift has impacted content investment. Sean highlights how cable networks briefly increased spending on new shows during the early COVID period, before pulling back and relying more heavily on repeat programming. This change in content strategy has played a role in how audiences engage with TV today.A major focus of the episode is live sports. As other types of programming decline, live sports have become a much larger share of linear TV revenue, now representing a significant portion of the ecosystem. Kelly and Sean discuss why sports remain one of the few formats that consistently bring viewers back to traditional TV.They also examine advertiser behavior, including which categories are still investing in linear TV and which have reduced their spend. Restaurants, financial services, and certain retail-driven campaigns continue to rely on TV’s reach, while categories like pharmaceuticals are starting to pull back after years of heavy investment.On the streaming side, the discussion turns to a less obvious trend: while streaming continues to grow, not all dollars leaving TV are being reinvested there. Sean explains how only a portion of linear TV spend is shifting into streaming, contributing to slower growth and signs of stabilization.The episode closes with a look ahead to 2026, focusing on rising subscription costs, shifting consumer behavior, and the growing complexity of managing multiple streaming services. Kelly shares a practical example of how consumers are beginning to cycle through subscriptions rather than maintaining them year-round.Key topics include:How COVID accelerated the shift from TV to streamingThe current split between cable and streaming householdsChanges in content investment and reliance on repeat programmingWhy live sports are becoming central to linear TVWhich advertiser categories are still investing in TVWhy some categories are pulling backThe relationship between TV ad spend and streaming growthSubscription pricing trends and consumer behaviorPredictions for TV and streaming in 2026Chapters00:00 Six years after COVID and the shift in TV00:56 Why TV is the focus this week02:01 How streaming overtook cable04:17 Changes in TV content investment06:42 The growing role of live sports08:59 Which advertisers still use TV11:09 Categories reducing TV spend12:37 Streaming growth and reinvestment gap14:37 Predictions for 202616:58 Subscription fatigue and changing behavior19:22 Final thoughts and wrap-upIf you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to [email protected] you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments.And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.