When ABC temporarily suspended Jimmy Kimmel Live!, it drew widespread attention from across the media industry. Both Adweek and Newsweek reported on the move, and both cited Resonate data to help explain what it means for the future of late-night programming and streaming.
Now, with the show back on ABC but some local stations choosing not to air it, the situation has become a case study in how traditional broadcast and streaming platforms are evolving side by side.
Late-Night TV in Transition
Adweek highlighted that pulling Kimmel’s show underscored the challenges facing late-night TV. Audience numbers have steadily declined, and advertisers have been shifting more dollars into sports and streaming.
The late-night talk show format, largely unchanged since the 1950s, is struggling to keep pace with today’s viewing habits.
Streaming, on the other hand, offers flexibility, fewer regulatory constraints, and direct access to audiences. That combination makes it an attractive option for talent, networks, and advertisers seeking new ways to connect with viewers.
What Resonate Data Shows
Resonate’s insights shed light on how audiences are already moving toward streaming:
- 29% of Jimmy Kimmel viewers currently use streaming for live TV.
- 30% of his viewers plan to begin a new streaming subscription within the next 90 days.
These behavioral signals indicate that audiences are not just open to streaming, they’re already embracing it. For media companies and advertisers, that data provides a roadmap for where to invest next.
A Mixed Broadcast Landscape
Even with Kimmel’s return, some local affiliates are still choosing not to carry the show. This uneven availability highlights how broadcast decisions can vary by region, creating uncertainty for both advertisers and viewers.
For brands and agencies, this makes audience planning more complex. When programming is inconsistent across markets, it’s harder to know where to place ad dollars and how to reach the right consumers at scale.
This is exactly where Resonate data becomes essential. By going beyond ratings to understand audience preferences, intent, behaviors, and future streaming adoption, Resonate provides the clarity that brands and agencies need to make confident decisions in an unpredictable media environment.
Looking Ahead
The shifts around late-night programming reflect a larger industry realignment:
- Advertisers are following audiences to streaming.
- Viewers are demanding on-demand, flexible experiences.
- Networks are being challenged to adapt to this new reality.
Resonate data doesn’t just describe these trends. It helps predict them. By uncovering the motivations and intent driving consumer behavior, our clients can see what’s coming next and prepare strategically.
The discussion around Jimmy Kimmel Live! is ultimately about more than one show. It illustrates the broader transformation of television as streaming continues to grow.
That’s why it’s notable that both Adweek and Newsweek turned to Resonate data for context. As the industry continues its shift, Resonate will remain a trusted partner for understanding audiences and anticipating change.
Want deeper insights? Read the Resonate Consumer Trends Report to explore the latest shifts in streaming, TV, and audience behavior — and see how Resonate data can help you stay ahead of change.
Ready to talk about how we can help you win? Reach out to a data expert today.
