Cord-cutting is no longer a trend—it’s the norm. As of 2025, nearly half of U.S. households ( 46%) have canceled traditional cable or satellite subscriptions which illustrates the dominance of streaming vidoe services. For consumer brands, this shift has transformed how and where media dollars should be spent.
Traditional linear TV still holds significant value—particularly for live sports, which continue to draw massive, real-time audiences. And while overall viewership has declined, advanced cable providers like Comcast Advertising now offer improved audience targeting and performance tracking, narrowing the gap between linear and digital.
Meanwhile, Connected TV (CTV) platforms like Hulu, YouTube TV, and Amazon allow consumers to stream content on-demand through smart TVs and streaming devices. These platforms offer digital-like targeting precision and are especially effective for reaching younger, tech-savvy audiences who have moved away from traditional TV.
What This Means for Advertisers
Today’s advertising strategies need to be screen-agnostic and audience-first. It’s no longer just about time slots—it’s about when, where, and how people are watching. CTV provides powerful tools to segment audiences by behavior, interest, or location. And now, with advanced set-top box data, even some linear TV campaigns can be optimized with performance insights.
Pros and Cons: Linear TV vs. Connected TV
Linear TV Pros
- Live sports and major events attract large, real-time audiences
- High-impact visibility across broad demographics
- Advanced targeting and measurement now available through providers like Comcast
Linear TV Cons
- Still limited in flexibility compared to digital
- Declining viewership, especially among younger audiences
Connected TV Pros
- Advanced targeting and personalization
- Performance tracking with real-time optimization
- Strong reach among cord-cutters and digital-first consumers
Connected TV Cons
- No live sports (still dominated by linear and cable)
- Fragmented ad inventory across platforms
- Higher CPMs that require tighter targeting
The Takeaway
Smart advertisers don’t choose between linear and CTV—they integrate both. By combining the mass reach and event-driven power of linear TV with the data-driven targeting of CTV, consumer brands can stay visible, relevant, and competitive in a fragmented media landscape.
The screens may have changed—but the goal remains the same: connect with your audience, wherever they are.