Goodbye to TV: Are We Living in the End of an Era?
The Rise of Streaming and the Death of Latin American Television
For more than half a century, television was the center of social life, the place where millions of families gathered for information and entertainment. However, in the last decade, this model has entered a sustained decline. The emergence of streaming platforms and social media, along with political polarization, has not only transformed consumer habits but also challenged the business model of traditional broadcasters.
An illustrative fact: in 2023, according to Nielsen, streaming reached 38.7% of total viewing time in the US, surpassing cable television (29.6%) and broadcast television (20.0%) for the first time. Netflix alone accounted for 8.5% of total television viewing in the country, more than any individual network.
In the global market, Statista reports that video streaming service users will surpass 1.5 billion in 2023, up from just 250 million in 2015. This explosive growth has radically shifted the balance of audiovisual entertainment.
Audience Fragmentation
Historically, television united the masses. Classic examples: the 1983 finale of MASH* drew 105 million viewers in the US, and the Super Bowl continues to attract audiences exceeding 100 million. However, these are now exceptional cases.
Today, audiences are dispersed. YouTube has more than 2.7 billion active users in 2024; TikTok, 1.6 billion; and Twitch exceeds 140 million monthly users. This fragmentation has drastically reduced the convening power of linear television.
A report by Insider Intelligence (2024) indicates that the average daily viewing time of traditional TV in the US has fallen to 2 hours 55 minutes, down from more than 4 hours 30 minutes in 2011. In contrast, digital video consumption on mobile devices now exceeds 3 hours 15 minutes per day among adults aged 18 to 34.
Advertising: The Economic Drain
Television’s economic model relied almost exclusively on advertising. But today, advertisers follow audiences. In the US, TV advertising spending fell from $78 billion in 2018 to $61 billion in 2023, according to Magna Global.
In contrast, digital advertising surpassed $600 billion in 2023 and is projected to account for more than 75% of global ad spending by 2025 (GroupM). YouTube, for example, generated $31.5 billion in advertising revenue in 2023, surpassing several traditional networks combined.
Furthermore, the precision of digital marketing is unparalleled: platforms like Meta and Google allow targeting by age, location, interests, and consumer behavior, something impossible on broadcast TV, and even politicians are realizing this and abandoning traditional networks.
Lack of Innovation and Technological Obsolescence
While Netflix, Disney+, and Amazon Prime are investing billions in production and technology (Netflix allocated more than $17 billion to content in 2023), traditional networks face declining budgets, making them unattractive.
The difference is notable: while platforms offer personalized recommendations, 4K quality, HDR, and multiplatform viewing, many broadcasters still rely on 720p or 1080i signals tied to the schedule.
In terms of perceived quality, a PwC study (2023) showed that 65% of consumers believe streaming content is “more innovative and engaging” than boring linear television.
The Case of Hispanic Television
Hispanic television in the US faces a double challenge. On the one hand, the migration to digital. On the other, the loss of trust due to growing political polarization. According to Pew Research (2022), 57% of Latinos in the US perceive the major Hispanic networks as “politically biased.”
The consequence is clear: according to Nielsen, between 2016 and 2022, Univision’s average primetime audience fell by more than 35%, and Telemundo’s by 32%. Meanwhile, independent creators on YouTube and TikTok are achieving millions of views among young Hispanics without the need for a network infrastructure. Break Point is a major case in Argentina, reaching all of Latin America with more than 1.5 million subscribers with just a camera or a phone.
The Future: Adapt or Die?
Some networks have tried to react. Univision launched its streaming platform, ViX, very late, after having failed in several attempts, and Telemundo distributes content on Peacock, a platform that almost no one watches. However, they compete in a saturated market where Netflix, Disney+, and Amazon already monopolize the majority of subscribers.
The key is reinvention. Deloitte (2024) points out that 55% of consumers canceled at least one streaming subscription in the last year, opening up opportunities for differentiated content, which Hispanic platforms can capitalize on with great effort and at a loss. But if traditional networks don’t invest in technology, creativity, and alternative monetization models (such as interactive content or hybrid packages with targeted digital advertising), their survival will be very limited.
Ultimately, the data shows that the question is no longer whether traditional television will disappear, but when. The speed of change—marked by historic drops in ratings, massive advertising migration, and the growth of digital platforms—suggests that its time is running out faster than many imagine.
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