US data shows nearly a third of households now watch television only via streaming, a trend with implications for Christian broadcasters reliant on traditional TV carriage.
New figures from the Advertising Research Foundation show that 30.5 per cent of US households now receive television exclusively through streaming, up one percentage point over the past year, while households relying only on an antenna also grew to 17.1 per cent. The data confirms a continuing move away from traditional pay television. For Christian broadcasters and ministries that have long depended on cable or satellite carriage, the figures point to a shrinking base of households reachable that way. Organisations distributing religious programming face the same question as the wider industry: how to reach audiences that no longer subscribe to any traditional television package.
Source: ECMS 2026