What Happened to Broadcast Television?

Broadcast television, characterized by its over-the-air delivery, has experienced a profound shift from its mid-20th-century dominance. The advent of cable television in the latter half of the 20th century began to fragment its audience, offering a wider array of specialized content. However, the most significant disruption has come from the rapid proliferation of internet-based streaming services since the late 2000s. Companies like Netflix, Hulu, and later Disney+ and Max, offered on-demand content libraries and original programming, fundamentally altering consumer viewing habits. This led to a phenomenon known as 'cord-cutting,' where households cancel traditional pay-TV subscriptions in favor of streaming alternatives. By late 2025, only approximately 34.4% of U.S. households still subscribed to traditional pay-TV, with 56% identified as cord-cutters and an additional 12% as 'cord-nevers' by July 2026.

The consequences of this shift are evident in declining viewership for traditional linear broadcasts and a reallocation of advertising dollars. In 2026, streaming has become the default experience for most viewers, with only 6% of consumers reporting they watch only live TV, while 34% watch only through streaming apps and another 34% a mix of both. This has forced broadcasters to innovate and adapt. A key turning point is the ongoing transition to ATSC 3.0, branded as NextGen TV in the U.S., which promises features like 4K HDR video, improved audio, better reception, and interactive capabilities. South Korea adopted ATSC 3.0 in 2016 and launched 4K broadcasts in 2017, with the U.S. rollout beginning in 2020 and Brazil officially adopting elements of ATSC 3.0 for its TV 3.0 standard in August 2025.

Despite its potential, ATSC 3.0's widespread adoption has been slow. As of February 2026, most new TV models still lack built-in ATSC 3.0 tuners, with some manufacturers like LG even dropping support in 2024 due to patent disputes. To address this, efforts are underway to introduce sub-$60 external converter boxes by late 2026, aiming to make NextGen TV more accessible to consumers without requiring a new television. Broadcasters are eager to accelerate this transition, viewing it as crucial for their future relevance and ability to compete with streaming services.

Local broadcast news remains a critical component of broadcast television, often cited as a primary reason for continued viewership. However, local news operations are also facing significant economic pressures. The industry is exploring new business models, including hybrid support blending philanthropy, membership, and institutional partnerships, as traditional advertising revenue continues to be a challenge. Recent developments in August 2026 highlighted these struggles, with major networks like CBS experiencing carriage disputes in some markets, leading to programming shifts, and companies like E.W. Scripps cutting hundreds of news jobs, with AI expected to handle routine tasks. The FCC also voted to lift the cap on individual company ownership of TV stations, a move intended to support local news but raising concerns about consolidation. The current status of broadcast television is one of ongoing transformation, seeking to leverage technological advancements and adapt its content and business strategies to a rapidly evolving media landscape, with a strong focus on maintaining its role in local communities and live event coverage.