TV ad sales fell 7.8% last year. If ad sales continue to decline at that rate, in 10 years this market will be only 44% of its current size.
We went from TV to an increase in DVD rentals, to Netflix, and now more and more to just rent movies from google etc...
As people are more ready to pay for entertainment rather than put up with ads, what worries me is the shift in to more insidious form of ads such as product placement.
Anytime you find yourself saying this, it's worth exploring how your own experiences might be biasing your judgement.
Recent research in the UK for example shows a much more nuanced view of the changes in TV viewing behaviour: https://www.thinkbox.tv/Research/Nickable-Charts/Killer-Char...