The Take Are we witnessing the death of traditional TV?
Jan 22, 2026
Angela Palumbo, a Technology Reporter for Barron's, dives into the seismic shifts in viewing habits as she discusses the Oscars' move to YouTube in 2029. She highlights how Nielsen data and changing audience preferences drive this change. Angela also critiques traditional networks for stalling innovation and explains how platforms like TikTok and YouTube Shorts disrupt attention. She points out the rise of targeted ads and the challenges older viewers face with online viewing, all while pondering if traditional TV is dying or merely evolving.
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Personal Oscars Rituals
- Angela Palumbo remembers watching the Oscars yearly with her sister and following arrivals and red carpet looks on social media.
- She still watches annually and treats award shows as family rituals that many Americans keep up with.
Streaming Has Overtaken Traditional TV
- Nielsen data shows streaming overtook combined cable and broadcast TV watch time starting in May and stayed ahead each month afterward.
- In November, streaming represented 46.7% of TV watch time versus about 21% for cable and 23% for broadcast.
YouTube's Unique Reach
- YouTube consistently ranks as the number one streaming platform by total TV watch time each month.
- Its vast, varied content attracts viewers for everything from tutorials to long-form videos, making it uniquely dominant.