Cord cutting isn’t a fad. Millions of people really are changing their habits, and it’s having a profound impact.

2017 saw spending on TV advertising go down for the first time ever, and odds are it will decline again this year. Here’s Ashley Rodriguez, writing for Quartz:

Advertisers are spending less on traditional TV because viewership is falling. Even marquee cable TV shows like The Walking Dead are having trouble holding onto viewers. On Tuesday night, the two-episode return of Roseanne attracted an audience that’s almost unheard today outside of major sporting and other live events—18.1 million total viewers. Ten years ago, a primetime audience of that size was considered solid, but standard.

Rodriguez also points out the number of TV viewers is declining each year as the number of subscribers to streaming services goes up. Companies like Hulu and Roku are taking up a bigger share of the advertising pie.

Should you cut the cord? It depends. Cutting the cord means deciding to pay less for your entertainment, which is great, especially if you’re savvy enough to find a combination of services that works for you. There are reasons cord cutting might now work for you, of course, mostly having to do with terrible ISPs. Look into it, and let’s see how low we can get those TV advertising numbers to go.

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Justin Pot has been writing about technology for over a decade, with work appearing in Digital Trends, The Next Web, Lifehacker, MakeUseOf, and the Zapier Blog. He also runs the Hillsboro Signal, a volunteer-driven local news outlet he founded.
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