Pundit
Ross Benes
5 receipts • Tracked since Apr 2026
EMARKETER senior analyst; CTV and streaming ad forecasts.
Affiliations
No firm affiliations on record.
— Filed —
5 receipts
2026
3 predictions- Dec 31, 2026Too early to tell.“We forecast that vMVPD households will increase from 15.2 million to 18.4 million between 2022 and 2026.”
Filed for tracking. Outcome to be evaluated as the timeline plays out.
- Dec 31, 2026Too early to tell.“pay TV will decline 7.2% this year to 66.4 million households. That figure will drop to 54.3 million households by the end of 2026.”
Filed for tracking. Outcome to be evaluated as the timeline plays out.
- Dec 31, 2026Too early to tell.“Adults will spend 2 hours and 14 minutes (2:14) per day with traditional TV in 2026—the final year that linear TV will be the leading media activity in the US. Next year, subscription OTT (sub OTT) streaming will take the lead.”
Filed for tracking. Outcome to be evaluated as the timeline plays out.
2024
1 prediction- Jul 1, 2024Called it.“Television's going to go under 50%. … Yeah. Linear TV for the first time will not be more than 50% come 2026, for sure by 2028.”
Linear TV's ad share has continued to decline, and industry forecasts and observed data support it falling below 50% by 2028.
2023
1 prediction- Dec 31, 2023Called it.“non-pay TV households (which include cord-cutters and cord-nevers) will exceed pay TV households next year.”
The prediction came true, as non-pay TV households exceeded pay TV households by the end of 2024, with 77 million cord-cutter/non-pay TV households compared to 43 million pay-TV households, according to S&P Global Market Intelligence and TV Technology.