In the US, streaming viewers are starting to take over the number for cable while new data suggests the average broadcast viewer is older than expected
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. Or maybe not. 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. It says nothing of viewing on streaming services, where younger viewers increasingly get their television. For that, the youth has options.
And if that wasn’t enough to scare network executives, consider this: last month, for the first time ever,. 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%. To be sure, the conditions were just right for this.
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