Is Cable TV Making a Resurgence?

TV companies are increasingly using their broadcast networks as the main platform to promote shows, especially those that also appear on their streaming services. Networks like ABC, CBS, and NBC now focus on airing new episodes on their channels first, then guiding viewers to Hulu, Paramount+, or Peacock. Sometimes shows debut on both broadcast and streaming at the same time, but the emphasis is clear: broadcast TV is still a central tool for building audiences.

Recent data reinforces this. On average, viewers spend 3 hours and 30 minutes per day watching broadcast TV across all devices, outpacing cable and streaming. Cable still has an audience, with 1 hour and 44 minutes per day, but it’s clear that broadcast remains the primary way Americans engage with television.

Network-First Promotion Works

Major broadcast networks have been smart about leveraging this advantage. Press releases and promotional materials highlight network air dates first, with streaming availability as a secondary note. This strategy not only draws viewers to live TV but also helps shows find new audiences once they hit streaming platforms. Essentially, broadcast TV serves as both the launching pad and promotional engine for streaming content.

The Cable Opportunity

Meanwhile, basic cable hasn’t adopted the same aggressive promotional approach. Many cable channels rely heavily on reruns, low-budget reality shows, and movies. Despite this, audiences still tune in. Shows like “Ridiculousness” on MTV, “House Hunters” on HGTV, and various “Real Housewives” series on Bravo maintain steady viewership, suggesting cable still has value—but it’s underutilized.

Bringing Cable into the Fold

Cable networks could benefit from taking a page out of broadcast TV’s playbook. By promoting new shows more actively and linking them to co-owned streaming platforms, cable could regain relevance. Media companies with large cable portfolios, like Warner Bros. Discovery and NBCUniversal, have an opportunity to turn these “legacy” channels into strategic tools rather than letting them fade away.

Looking Ahead

Even with cord-cutting, millions of viewers continue to rely on cable. With stronger promotional strategies and better integration with streaming services, basic cable could prove its worth once again. It’s not about reviving old models; it’s about using existing assets in smarter ways to capture attention in an increasingly crowded media landscape.

Cate Bender, the author, is Project Coordinator of Marketing Keys