The Enduring Power of Prime Time: How Traditional Broadcast Defies Streaming's Pull, as Seen in CBS Sunday Morning's Resilience

The media industry is undergoing a seismic shift as streaming platforms redefine how audiences consume content. Yet, amid this fragmentation, traditional broadcast programming-particularly Sunday morning news-continues to demonstrate surprising resilience. CBS News Sunday Morning, a flagship program for CBS, has bucked broader industry trends,
posting a 10% increase in total viewership to 5.074 million people as of November 23, 2025, compared to June 25, 2023. This performance contrasts sharply with the struggles of other CBS programming, such as CBS Mornings, which
saw a 10% decline in total viewers and a 20% drop in the key Adults 25-54 demographic during the 2024-2025 season. The success of Sunday Morning underscores the enduring value of traditional broadcast in a media landscape increasingly dominated by on-demand platforms.

The Streaming Paradox: Growth vs. Fragmentation

Streaming services have undeniably expanded access to content, but they have also fragmented audiences. For instance,
ABC's High Potential and CBS' Tracker dominate total viewership with cross-platform averages exceeding 12 million, yet their streaming-driven ad revenue remains volatile. Meanwhile, Sunday Morning's steady growth-despite no explicit streaming data being provided-suggests that traditional broadcast still holds a unique appeal.
As noted by industry analysts, Sundays remain a stronghold for linear TV, with broadcast accounting for 27.3% of total viewing in October 2025, outpacing both cable and streaming. This resilience is partly due to the program's format:
in-depth, magazine-style reporting that aligns with Sunday mornings' slower pace and audience expectations.

Demographic Fortunes and Advertiser Appeal

While streaming platforms often target younger demographics, Sunday Morning has maintained its strength among older viewers. The show
attracted 612,000 viewers in the P25-54 demographic as of November 2025, a group critical for advertisers. This contrasts with the struggles of 60 Minutes, another CBS staple, which has
seen declining ratings. The program's ability to retain older audiences-combined with its broadcast reach-highlights a key advantage of traditional TV: it still commands a large, stable demographic that streaming services have yet to fully replicate.

Strategic Implications for Broadcast Networks

The success of Sunday Morning offers a blueprint for networks seeking to balance innovation with tradition. While CBS Mornings and other morning programs face stiff competition from Good Morning America and Today,
Sunday Morning's performance demonstrates that niche, high-quality content can thrive in a fragmented market. For investors, this suggests that traditional broadcast is not obsolete but rather evolving. Networks that prioritize signature programming-like Sunday Morning-can leverage their unique strengths to maintain relevance, even as streaming platforms grow.

Conclusion: A Hybrid Future

The media industry's future is unlikely to be an either/or scenario between streaming and traditional TV. Instead, it will be defined by hybrid strategies that capitalize on the strengths of both.
CBS News Sunday Morning's 10% viewership increase and
its role in sustaining broadcast's Sunday dominance illustrate that traditional programming remains a vital asset. For investors, this reinforces the importance of supporting networks that blend innovation with the enduring appeal of live, event-driven content. In a world of endless choice, audiences still crave the reliability and scale that broadcast TV provides.