Weekly Roundup – December 16th, 2025
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The State of Media 2025
“One format that deserves some gloating? Cable. Yes, its total cume is down a bit year-over-year. But Cable’s conversion rate is one of the highest on the board—71%. That means the people who are still watching, are watching often. And when we break it down by demographics, the strength is even clearer: Among 55+ adults, Cable's conversion rate is nearly perfect—a staggering 90%. 35–54-year-olds remain highly loyal, with 69% conversion. In other words: Cable may not be growing, but it’s not fading—it’s holding firm. For stations and advertisers targeting older or middle-aged consumers, that consistency is invaluable. The audience might be shrinking in size, but it’s deepening in loyalty.”
Our Take: The headlines you see in the major papers about the imminent demise of cable are missing a crucial piece of the picture. While yes, overall cume for cable (64%) is 20 points behind streaming tv (84%). However, when you dig into the data, 71% of cable audiences are high frequency users. Among the 55+ demo who count themselves as cable viewers, i.e. those with disposable income, 90% are high frequency users. Streaming tv will eventually absorb the cable bundle. But our research shows that it will be a good bit of time before that happens. Cable TV’s future retains a healthy outlook, especially if they can hold onto their NFL rights. Cable TV’s future is one of managed decline, not of immediate ruin.
State of Spanish-Language Media 2025
“Radio remains a powerful platform in the Spanish-language media landscape, reaching over two-thirds of the audience (69% cume) and drawing weekly engagement from more than half (53%). While these numbers place it mid-pack compared to other platforms, they reflect a strong, consistent reach across the community. The conversion rate—frequent listenership—is at 48%, which presents room for growth. However, the story becomes even more compelling when we dig into key demographics. Among men, radio performs especially well, with 75% cume, 60% weekly reach, and a 54% conversion rate. The middle-aged demo (35–54) shows even stronger engagement, with 78% cume, 66% weekly reach, and 56% conversion.”
Our Take: Radio’s still got it. Despite all the digital noise, it’s clear the medium knows exactly where to find its audience. And it’s a loyal Hispanic audience at that, especially among men and the middle-aged crowd. Maybe we all just need a little more of that old-school companionship.
State of Sports Media 2025
“No State of Sports Media report would be complete without a look at social platforms. For highlights, YouTube dominates: 87% of sports audiences turn there first. Facebook (69%) and Instagram (62%) also remain major destinations for highlight reels and related content. Sports Highlights Which social media sites/platforms do you use to watch sports and/or sports related content? Since Elon Musk’s takeover, X has seen its role in sports eroded. In 2022, 55% of sports audiences used Twitter for highlights and video content; by 2025, that number has dropped sharply to 41%—while other platforms have held steady. TikTok has effectively usurped Twitter’s former place, now commanding 51% of sports audiences for highlights and sports-related clips. Sports audiences are also overwhelmingly sports content ‘facilitators’ in that 68% of all sports audiences report posting and/or commenting about sports. This is not to be overlooked. Any media industry on the planet would bite your arm off for that level of audience engagement. This is a self-contained media universe that is purely audience generated. The only other entertainment products that spring to mind even somewhat comparable to the posting/commenting delirium that sports seems to elicit are Presidential Elections, Marvel Movies, and Star Wars IP.”
Our Take: Sports fans are the ultimate content creators, and social media is their playground. YouTube, Facebook, and Instagram are still the big dogs when it comes to highlights, but X’s (Twitter’s) decline shows how quickly the game can change. Now TikTok’s leading the charge, and fans aren’t just consuming, they’re actively shaping the conversation and the direction of media travel more broadly.
State of TV News 2025
“Among all streaming news audiences, 74% watch local news segments via YouTube. Keep in mind that 76% of streaming audiences stream local news. This should further demonstrate the importance of regularly putting one’s news content on YouTube and having a devoted YouTube operation. Interestingly, only 59% of digital news audience stream national news segments via YouTube. This is markedly lower than the percentage of those who stream local news segments via YouTube (15pt difference). Once again, this shows that there is a healthy audience for local news.”
Our Take: Local news is thriving on YouTube, and the numbers speak for themselves. If you’re not making it a priority to get your content on there, you’re missing out. With the majority of local news audiences streaming clips directly from YouTube, it’s clear that this platform isn’t just a nice-to-have; it’s a must for staying connected with your viewers where they’re already spending their time.
Recent Blogs from Crowd React Media
The Future of Marketing is Local. Radio Has Been There All Along
As marketing trends for 2026 shift toward hyper-local growth and microinfluencers, Katie Miller argues that radio has been ahead of the curve all along. Radio’s deep community ties, cultural relevance, and trusted local voices mirror exactly what brands now seek: authentic influence, engaged niches, and real connection. Rather than a legacy medium catching up, radio is positioned as a proven platform for the future of local, trust-driven marketing.
Sean Bos
Sean Bos is a founder of Crowd React Media and VP of Branding & Research at Harker Bos Group.