Dr. Phil is the latest to launch a network in the face of a crumbling cable industry — and the logic isn’t all that nutty
2023 pay TV data across top MVPDs and longitudinal trends going back to 2009Perhaps it’s fitting that Dr. Phil is partnering with Trinity Broadcasting Network, the country’s largest Christian TV empire, for his new venture that would seem to be akin to a resurrection., the shingle for one of daytime TV’s most popular hosts of the past few decades, will not be religious in nature, Dr. Phil might want a little of the holy spirit in his corner at launch come April 2.
That’s right, a new cable network is somehow launching in 2024, well into a streaming age when the old? The share of U.S. households with pay TV has declined to 54% — its lowest point since 1989. Since 2014, big names like MTV, USA Network, AMC and Disney Channel have lost 68%, 69%, 73% and 93% of viewership, respectively, according to Nielsen. And yet the logic behind these launches isn’t all that nutty.
While the percentage of viewers preferring streaming as their default source for entertainment has risen a dramatic 30% since 2023, the number of seniors who turn to streaming has remained just about half, per AdTaxi. In fact, the demo consumesAdditionally, as general health trends continue, the total senior population will continue to rise. There are currently over 750 million seniors in the world, and that figure is expected to cross 1 billion by 2030. This represents a 3.
As advertisers grow increasingly selective, this 60-plus demographic is becoming their darling. Proven by hit new series including ABC’s “,” more networks are targeting this subset of the population largely because they have more spending power than younger generations. Despite what seems like a straightforward strategy, Merit will face an array of challenges, like trying to avoid the kind of controversy Dr.
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