Like our conference, these digital marketing webinars and case studies were created to educate leaders in the healthcare industry on emerging Internet technologies and to provide an environment in which healthcare marketers, Web leaders, IT professionals and strategists can learn from the other attendees and presenters.
The Healthcare Internet Conference (HCIC) is proud to collaborate with Bowstring and Touch Point Media to provide exclusive insights from some of the brightest minds among our speakers and attendees.
Stay connected by tuning into the latest broadcasts, where strategic leaders share their perspectives on emerging trends and pressing challenges in the healthcare industry. Together, we’ll delve into groundbreaking innovations and pivotal policy updates shaping the future of healthcare.
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eMarketer has looked at the current state of CTV and sees changes ahead for 2026. Three factors in particular will play key roles in shaping the TV landscape in the new year.
YouTube
eMarketer describes YouTube as “the most important company in streaming right now, at least from the consumer side.” This statement was borne out recently during the recent contract dispute between YouTube and Disney, which includes ESPN’s networks and streaming platforms. Millions of college football fans with YouTube TV subscriptions lost access to watching their favorite teams play for almost 2 weeks. These fans were not happy, as you can imagine.
While some may debate whether YouTube is really “TV,” the numbers show otherwise. According to Nielsen, in the past 18 months, YouTube’s share of total TV viewing time has increased 3%. Consumers younger than 30 watch more on YouTube on a TV screen than anything else. In addition, viewing time for YouTube on TV screens is now greater than for Disney, including all its properties (Disney+, ESPN, and Hulu). And that doesn’t include the time spent watching YouTube on mobile devices and computers.
Increased Subscription Costs
For the first time, cord cutters outnumbered those households still using some form of paid TV via cable or satellite. This trend is expected to continue. Even if you count digital bundles like Hulu + Live TV and YouTube TV, there are still more cord cutters and cord “nevers” than TV subscribers. As the base for live TV shrinks, subscription prices are increasing. As a result, consumers are cutting back by limiting the number of paid service subscriptions and consuming more free platforms like YouTube and Tubi.
Linear TV Still Has a Place
As long as there are sports fans wanting to watch live sports, traditional TV will remain vital. While about 10% of sports viewers watch events on streaming, two-thirds continue to watch on traditional TV channels. With a perfect storm of live sports events from the NFL, NBA, college football and other sports rising in Q4, 40% of total national TV ad spend will occur during this quarter.
