Live-streaming is taking time from live TV viewing. Almost half of those who view live-streamed content say they watch more now than last year, and 44% say they’re viewing less live TV because of it. The IAB also found that while U.S. viewers are more likely to view their live-streamed video via a streaming subscription, apps and platforms are preferred globally. The Post-TV Gen is going beyond traditional TV, but that doesn’t mean live viewing is dead—it might just switch to streaming—and traditional segments (like sports) are making strides to keep up. (eMarketer)
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