[ad_1] The post 3 Stocks to Profit from the Death of TV appeared first on Millennial Money. A year late, but the Tokyo Olympics are finally here. The opening ceremony was heavy on fireworks and pageantry, capped off by U.S. tennis star Naomi Osaka lighting the Olympic cauldron to start to official competition. The ceremony had nearly everything … except viewers. TV viewership of Tokyo’s opening ceremony was 17 million — 36% less than the 2016 Games hosted by Rio and significantly lower than London’s 2012 opening ceremony, which attracted 41 million viewers. A predictable viewership decline? There are a bunch of reasons viewership could be down: time differences, live-audience restrictions, off-year scheduling, pent-up wanderlust from being cooped up for a year, and some Americans’ feeling that the Olympics should have been cancelled because of the pandemic. But none of those explanations accounts for the fact that live events have seen across-the-board viewership declines. Per Nielsen, the NBA’s viewership has declined 25% in the past two years. NASCAR’s Daytona 500 viewership is down 35% from last year’s record low. The World Series average viewership dipped to 10 million last year, down 30% from 2019. Even football is hurting. At the college level, last year’s Alabama-Ohio State National Championship was the least-watched game in history, and the NFL’s Super Bowl was the lowest-rated since 2007. Is TV dying…? It’s complicated These numbers are remarkable, yet they’re also somewhat predictable if you’ve been following the cable industry. In 2013, more than 100 million households paid for cable service according to eMarketer; by 2023 that figure is expected to drop to 67 million. That’s a one-third decline in households! What’s more, eMarketer, expects this trend to continue through 2025, when it forecasts that only 60 million households will be paying for cable service. Even worse for cable companies is the demographic makeup of cord cutters: Last year, the Super Bowl audience under the age of 50 declined 11% … as gaming hours and Netflix subscriptions soared. Simply put, TV is dying and the youth are leading the way. These digital-native consumers are increasingly rejecting traditional TV cable packages with poor on-demand features in favor of instant access to video content. TV is dead; long live content To be sure, the cable model has been lucrative for television content providers. Not only do these programmers receive first-party revenue (subscriptions), but they also get lucrative advertising revenue from brands looking to take advantage of a captive viewership audience. After seeing how successful Netflix has been in creating its own content, other providers have quickly moved to create their own streaming services to prevent even more disruption and continue to earn subscription revenue. Now Viacom CBS’ Paramount+, NBC’s Peacock, and Disney’s Hulu have 30 million subscribers or more. Disney+ has more than 100 million subscribers. Crazy stat: Disney+ has more subscribers than the total number of U.S. cable subscribers! However, advertising from streaming and connected television is an area ripe for disruption. The methods and technology used to purchase and place advertising on old-school television are radically different than on streaming and digital outlets. 1. The Trade Desk could revolutionize digital marketing The Trade Desk (NASDAQ:TTD) Price: $0 (as of close Jul 29, 2021) Market Cap: 40,012,478,183 document.addEventListener(“DOMContentLoaded”, function(event) { Highcharts.stockChart(“stockChart-adacaf3c1a2da63101e60a0da707ea1a”,{rangeSelector:{selected:1},title:{text:”The Trade Desk (NASDAQ:TTD)Closing Stock Price”},subtitle: {text: “30-Day Historical Data”},navigator: { enabled: false },scrollbar: { enabled: false },credits: { enabled: false },xAxis: { type: “datetime”, labels: { formatter: function() { return Highcharts.dateFormat(“%m %d, %Y”, this.value); }}},colors: [“#118b4e”],rangeSelector : { enabled: false },series:[{name:”NASDAQ:TTD”,data:[[1624939200000,79.97],[1625025600000,77.36],[1625112000000,76.68],[1625198400000,76.62],[1625544000000,76.56],[1625630400000,77.64],[1625716800000,76.11],[1625803200000,77.95],[1626062400000,77.85],[1626148800000,76.5],[1626235200000,73.63],[1626321600000,71.99],[1626408000000,70.62],[1626667200000,70.94],[1626753600000,73],[1626840000000,74.15],[1626926400000,74.11],[1627012800000,81.15],[1627272000000,81.45],[1627358400000,82.68],[1627444800000,85.56],[1627531200000,84.1],],tooltip:{valueDecimals:2,xDateFormat: “%A, %B %e, %Y”}}]}); }); The death of traditional (aka linear) television is a huge opportunity for The Trade Desk. The company helps marketing departments buy and place their ads across digital formats. It’s the largest independent digital programmatic advertiser. The Trade Desk is already benefiting from the rise of digital display and mobile advertising, which are stealing market share from print media. And we’re increasingly seeing the evolution of video advertising as well. Historically, traditional television has relied on human negotiations to price ad placements. The rise of over-the-top (OTT) and connected TV (CTV) has boosted demand for The Trade Desk’s programmatic ad buying technology. So here’s your investment play: We’re still in the early stages of CTV advertising. Streaming is estimated to rise to 33% of total TV time this year from 20% last year … but we have already reached a tipping point. At the start of the year, 78 million U.S. households had a cable subscription, while 84 million households were reachable via connected and streaming TV services. Marketers have noticed, and this has led to a significant shift away from “regular” television. Ad buyers are making fewer upfront linear television commitments this year in favor of CTV, desktop, and mobile outlets. Per eMarketer, 2021 has been red hot for advertising-supported video-on-demand companies like Tubi, Pluto, and Hulu … and upfront media deals are expected to double! As the largest independent digital advertiser, The Trade Desk will continue to benefit from increased digital advertising on websites, but it has also carved out a true niche in the high-growth CTV space. Its enviable customer list includes Disney, NBC Universal, and even data analysis company Nielsen. Like all stocks, The Trade Desk has risks. The biggest one is its expensive valuations, as it currently trades at 45 times sales. Competition is also fierce, with Big Tech juggernauts Alphabet, Apple, Amazon, and Facebook offering competing services in their own “walled garden” ecosystems (meaning they restrict the data and experience of third parties). However, digital advertising will not be a winner-take-all situation … and The Trade Desk is one of the best ways to take advantage of the up-and-coming trend of CTV marketing. RuleBreakers: 2. Disney’s acquisition strategy makes it a winner Walt Disney (NYSE:DIS) Price: $176.02 (as of close Jul 29, 2021) Market Cap: 324,049,832,544 document.addEventListener(“DOMContentLoaded”, function(event) { Highcharts.stockChart(“stockChart-cd994cf1f13585d85b23dfa74bd9008e”,{rangeSelector:{selected:1},title:{text:”Walt Disney (NYSE:DIS)Closing Stock Price”},subtitle: {text: “30-Day Historical Data”},navigator: { enabled: false },scrollbar: { enabled: false },credits: { enabled: false },xAxis: { type: “datetime”,