TV executives continue to bury their heads in the sand when it comes to streaming.

It’s like watching the days of the newspaper people laughing at a thing called the internet. In case you didn’t know, they aren’t laughing anymore.

For the first time ever, US adults will spend more time this year watching digital video on platforms such as Netflix, TikTok and YouTube than viewing traditional television.

TV stations have dragged their heels when it comes to streaming and groups like Nexstar have gone backward, with delaying live streams of newscasts from the company’s stations.

Insider Intelligence says in their report that in the historic first, the market tracker expects "linear TV" to account for less than half of daily viewing, dropping to under three hours while average daily digital video watching climbs to 52.3 percent with 3 hours and 11 minutes.

"This milestone is driven by people spending more and more time watching video on their biggest and smallest screens, whether it's an immersive drama on a connected TV or a viral clip on a smartphone," Insider Intelligence principal analyst Paul Verna said in a release.

I can say that I am one of those that watch streaming content. In fact, I haven’t watched a local station on a TV set in years. I still watch local stations’ livestreams.

Local TV could make a livestream that would have viewers watching and offering up so much more than just news. But, these media companies want to do the cookie-cutter approach, just as they do with stations’ websites.

This is not working, but the executives sit back and watch their audience shrink and then demand more money from the cable companies for retrans.

This recipe is doomed to fail, but it’s like they can’t see it.

Streaming will continue to grow while TV dies a slow death.

H/T Yahoo