The late-night TV industry is undergoing a significant transformation. The impending departures of two major hosts, Jimmy Kimmel and Stephen Colbert, signal a broader shift in viewership and advertising strategy. As audiences move toward streaming and on-demand content, networks and advertisers are losing the guaranteed, highly engaged viewership that these traditional shows provided. Resonate’s data cited in this Adweek article shows that 29% of Kimmel viewers have already used streaming for live TV, and predicts 30% of Kimmelʼs viewers will start a streaming subscription in the next 90 days.
The challenge now is for networks to either find new talent that can capture similar audiences or to adapt their business models to a more fragmented media landscape.
Read the full Adweek article here.
