Cord-Cutting Revolution Steals Spotlight at NAB Show in Las Vegas

Welcome to a new segment, “Behind the News,” where we dive into significant events to bring you Sun staff research and a summary of the latest news stories. This week, the National Association of Broadcasters is gearing up for its annual convention in Las Vegas, tackling the changing media landscape shaped by the rise of cord-cutting.

It’s no secret that streaming services have taken over, making traditional TV providers rethink their strategies to stay relevant. By 2026, around 80 million U.S. households are expected to have cut the cord, outnumbering those still sticking with pay-TV, according to eMarketer.

Experts like Jon Giegengack from Hub Entertainment Research believe this shift goes beyond just saving money—it’s about the flexibility and personalized experience streaming offers. In the past decade, cable and satellite TV companies have lost over 20 million subscribers, with younger adults leading the way.

Media giants are also feeling the heat as they adjust their game plans. For example, Comcast recently announced plans to spin off most of NBCUniversal’s cable networks, focusing on their Peacock streaming service. Paramount is also eyeing streaming success, aiming for profitability by the end of 2025 with their Paramount+ platform boasting 67.5 million subscribers.

As the streaming market gets more crowded, expect to see some consolidation as different services compete for viewership. Stay tuned for more updates as the industry keeps evolving.