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On January 8, 2025, as the fires intensified, Los Angeles residents turned to local television news in record numbers:1.1 billion minutes of local TV news were watched that day. Digital platforms associated with local TV stations saw a 1,693% increase in impressions compared to the prior three weekdays. Listenership of local radio stations also increased by 40% over the average of the previous seven days.

In the US, from September 2022 to August 2024, during major sporting events like Super Bowl and Copa América the co-viewing rate was nearly 50%, with a 20-point gap in co-viewing between Hispanic and Black viewers, and a 10 to 15-point gap between younger and older viewers.

While growth is still rapid worldwide, some markets are already reaching saturation levels. The US reports more subscriptions than households.

S&P Global analyzed that linear TV's decline in the U.S. is irreversible, but no immediate cliff exists. The company expects the decline will be steady and take years to reach its conclusion.

The study company's findings establishes that 25% of households identified as cord shavers cut back on their pay-TV service, with 45% of cord shavers saying they’re likely to cut the cord entirely in the next six months.