Linear television drops to seven quarter low as cord cutters/nevers make up majority of US population, finds Samba TV’s State of Viewership report.

Samba TV’s targeted insights illustrate a viewership landscape marked by a historic new low in linear TV viewership, and a record saturation of the linear advertising market. With cord-cutting now the norm, the streaming-first world has given rise to new trends like subscription cycling, while making content discoverability a new challenge for streaming platforms.

Source: Majority of US homes no longer have a cable subscription: report