Three Tips for Business Owners: Why Social Media Is the New Cable

Once upon a time, cable television was king. Families gathered around the TV, flipping through hundreds of channels, soaking up everything from nightly news to late-night sitcoms. Today, a new player has taken the throne: social media. Platforms like Instagram, TikTok, YouTube, and Facebook have transformed how we consume content, connect with others, and even how businesses reach their audiences. If you’re a business owner, understanding this shift is crucial to staying relevant in the modern marketplace. Let’s explore three powerful facts that demonstrate how social media is becoming the new cable—and what that means for you.

Fact 1: The Rise of Social Media Scrolling

Did you know that over 63.8% of the world’s population now uses social media? That’s nearly 5 billion people scrolling, liking, and sharing every month! But it’s not just about the sheer number of users—it’s about how much time they’re spending. On average, a social media user spends 2 hours and 19 minutes daily on platforms like Instagram, Facebook, and TikTok. That’s over 38 hours a month, or roughly 19 days a year spent scrolling.

Compare that to cable TV, which requires a dedicated time slot and physical space. Social media, on the other hand, is portable and on-demand. Your customers aren’t tied to a couch; they’re consuming content during coffee breaks, commutes, and even while waiting in line at the grocery store. This “on-the-go” accessibility makes social media a powerful tool for businesses to capture attention anytime, anywhere.

Fact 2: YouTube—The New Prime-Time Channel



YouTube’s dominance in digital media is staggering. In 2024, users worldwide spent approximately 29 hours per month on YouTube via mobile devices alone. In the United States, this number hovers around 26.21 hours monthly per user. Annually, that’s over 314 hours—almost two full weeks of YouTube content consumption per person.

Think about it: YouTube is essentially the new prime-time television. From tutorials and vlogs to full-fledged web series, people turn to YouTube for everything they once sought on cable. This creates a goldmine of opportunities for businesses. Want to showcase your product? A how-to video or influencer partnership on YouTube can drive immense engagement. Plus, YouTube’s algorithm ensures your content reaches a highly targeted audience—something cable could never promise.

Fact 3: The Decline of Cable TV



While social media platforms soar, traditional cable TV is taking a nosedive. In the United States, the number of cable TV subscriptions has dropped to 66.1 million in recent years. For context, this figure was over 100 million a decade ago. The decline is especially pronounced among younger demographics, with many opting to “cut the cord” entirely in favor of streaming services and social media.

Cable’s downfall boils down to three main factors:

1. Cost: Subscriptions are expensive compared to free (or low-cost) digital alternatives.
2. Convenience: Social media and streaming platforms offer on-demand access to content, anytime and anywhere.
3. Personalization: Algorithms on platforms like Instagram and YouTube curate content tailored to individual preferences, something cable simply can’t do.

Why This Matters for Your Business

So, what does all this mean for you as a business owner? The shift from cable to social media represents more than just a change in entertainment habits—it’s a seismic shift in how your potential customers spend their time and attention.

Tip 1: Embrace Social Media as the New Ad Space

Cable TV ads used to be the go-to for reaching a wide audience. Now, social media offers a more effective (and often cheaper) alternative. Platforms like Facebook and Instagram allow you to run highly targeted campaigns, ensuring your ads reach people who are genuinely interested in your product or service.

Tip 2: Leverage Engagement Opportunities

Unlike cable, social media is interactive. Customers can comment, share, and even message your business directly. This two-way communication builds trust and fosters loyalty, making it easier to convert followers into customers.

Tip 3: Unlock Creative Freedom

Social media gives you the freedom to experiment with different types of content—videos, polls, stories, memes—without the high production costs associated with cable TV ads. Plus, platforms like TikTok and Instagram Reels reward creativity and authenticity, making it easier for small businesses to compete with big brands.

Embracing the Future

If you’re still relying solely on traditional advertising methods, it’s time to rethink your strategy. Social media is no longer just a trend; it’s the future of content consumption and advertising. By leveraging platforms like YouTube, Instagram, and TikTok, you can not only reach your audience but also engage with them in ways that cable TV never could.

So, the next time you scroll through your Instagram feed or watch a YouTube video, remember: this isn’t just entertainment. It’s where your customers are—and where your business should be too.



References

1. Smart Insights. “Global Social Media Statistics 2024.” smartinsights.com.
2. Statista. “Time Spent on YouTube App by Country.” statista.com.
3. IBISWorld. “Number of Cable TV Subscriptions in the US.” ibisworld.com.