Ever heard of The hockey stick curve? It is what happens when a new technology becomes accepted by the masses. The startup or new finds its market. The hockey stick curve shows sudden growth in a company or industry trajectory.
Many had forecasted cord cutting to slow once COVID cleared. I guess that's kind of like the weather forecast it was completely wrong. Cord cutting is accelerating in the near future most Video, Programs, and Movies will be streamed.
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https://www.connectadtv.com/post/ctv-streaming-was-blossoming-well-before-covid-since-2020-cord-cutting-has-soared-to-epic-levels