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To be sure, the conditions were just right for this. The streamers had beaten out broadcast networks before, but cable had continued to hold on to its spot at the top until July, when streaming represented 34.8% of total consumption in the US, with cable coming in at 34.4% and broadcast limping to a third-place finish with 21.6%.
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To put it bluntly, the folks who watch broadcast and cable will not be around forever, and when they’re gone, there will be few viewers left who don’t see streaming as the norm.Īnd if that wasn’t enough to scare network executives, consider this: last month, for the first time ever, streaming platforms surpassed cable in popularity. If a network as youth-oriented as the CW has an average viewing age approaching 60 – and only one other network, FOX, has a younger audience at 56 – the end of “traditional television” is on the horizon. It’s no industry secret that streaming is on its way to becoming the dominant format for television – and maybe even movies – but this announcement essentially gives us the expiration date for broadcast and cable. The news was good fodder for jokes on social media, but its implications are stark.
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In other words, while it’s possible Riverdale and All American are being watched by gray-haired viewers, most of its fans are still watching it on Netflix while keeping one eye on TikTok. The CW has its own streaming site where shows can be viewed for free, but they also have a licensing deal with Netflix. It says nothing of viewing on streaming services, where younger viewers increasingly get their television. The data cited by Nexstar, a media group that has just bought a controlling interest in the network, tracks only initial viewership and some DVR viewing. In a twist worthy of Riverdale itself, which recently featured a time travel storyline, the hip, young viewers of the CW have suddenly turned middle-aged.