The traditional television advertising business is increasingly under threat as Americans shift their viewing habits, Pivotal Research Group analyst Brian Wieser said in a new report.

New data from Nielsen indicates that streaming video services are making significant gains against ad-based broadcast and cable television networks.

TV ad spending already is declining, but things could get worse, Wieser said.

Streaming video could soon have a big impact on the TV ad business— even bigger than it's already had.

Americans are increasingly watching video on their televisions via streaming devices such as Roku's players instead of from traditional broadcast or cable services, noted Brian Wieser, a financial analyst with Pivotal Research Group, in a new report.

That's bad for the ad industry, because the kinds of video that consumers are streaming are less likely to have advertisements in them than those from broadcast or cable.

The text above is a summary, you can read full article here.