This story was delivered to BI Intelligence "Digital Media Briefing" subscribers. To learn more and subscribe, please click here.YouTube TV, the live TV streaming service from the eponymous video platform, is now live in New York, Los Angeles, Chicago, and Philadelphia. More US markets are coming soon.At $35 a month, the service offers over 50 channels, including all major TV networks, and YouTube Red's full slate of programming, as well as unlimited cloud DVR.YouTube is the latest entrant in what's shaping up to be a saturated live TV streaming market. Dish introduced its SlingTV skinny bundle in 2015, which was quickly followed by Sony's launch of PlayStation Vue. AT&T launched its DirecTV Now internet pay-TV bundle last fall. Hulu and Verizon are also gearing up to launch similar digital TV products of their own.Here's how YouTube TV's price compares withthe competition:Sling TV has two entry-level packages costing $20 and $25 each. Customers can then add on extra channels to these packages. These extra channels are bundled into 24 different categories, and each category is available on an a-la-carte for between $5 to $15 a month.PlayStation Vue has four plans on offer: $39.99 a month for over 45 channels, $44.99 a month for over 60 channels, $54.99 a month for 90 channel, or $74.99 a month for more than 90 channels, plus HBO and Showtime programming.AT&T's DirecTV Now is also available in four tiers, ranging from $35 a month for more than 60 live channels, $50 a month for over 80 channels, $60 a month for over 100 channels, and $70 a month for over 120 channels. AT&T just bundled HBO into its most expensive plan.These TV streaming services target those who have canceled or never signed up for pay-TV. Millennials and Gen Xers make up the core of this consumer group. YouTube likely believes it's in a strong position to win over this demographic. Astudy by Google, its parent company, found that YouTube (and closely by Google itself) was the top brand in terms of "coolness" and "awareness" for millennials aged 18-24. Over the last few years, there's been much talk about the 'death of TV.' However, television is not dying so much as it's evolving: extending beyond the traditional television screen and broadening to include programming from new sources accessed in new ways.It's strikingly evident that more consumers are shifting their media time away from live TV, while opting for services that allow them to watch what they want, when they want. Indeed, we are seeing a migration toward original digital video such as YouTube Originals, SVOD services such as Netflix, and live streaming on social platforms.However, not all is lost for legacy media companies. Amid this rapidly shifting TV landscape, traditional media companies are making moves across a number of different fronts ' trying out new distribution channels, creating new types of programming aimed at a mobile-first audience, and partnering with innovate digital media companies. In addition, cable providers have begun offering alternatives for consumers who may no longer be willing to pay for a full TV package.Dylan Mortensen, senior research analyst for BI Intelligence, has compiled a detailed report on the future of TV that looks at how TV viewer, subscriber, and advertising trends are shifting, and where and what audiences are watching as they turn away from traditional TV.Here are some key points from the report:Increased competition from digital services like Netflix and Hulu as well as new hardware to access content are shifting consumers' attention away from live TV programming.Across the board, the numbers for live TV are bad.US adults are watching traditional TV on average 18 minutes fewer per day versus two years ago, a drop of 6%. In keeping with this, cable subscriptions are down, and TV ad revenue is stagnant.People are consuming more media content than ever before, but how they're doing so is changing.Half of US TV households now subscribe to SVOD services,like Netflix, Amazon, and Hulu, and viewing of original digital video content is on the rise.Legacy TV companies are recognizing these shifts and beginning to pivot their business models to keep pace with the changes. They are launching branded apps and sites to move their programming beyond the TV glass, distributing on social platforms to reach massive, young audiences, and forming partnerships with digital media brands to create new content.The TV ad industry is also taking a cue from digital. Programmatic TV ad buying represented just 4% (or $2.5 billion) of US TV ad budgets in 2015 but is expected to grow to 17% ($10 billion) by 2019. Meanwhile, networks are also developing branded TV content, similar to publishers' push into sponsored content.In full, the report:Outlines the shift in consumer viewing habits, specifically the younger generation.Explores the rise of subscription streaming services and the importance of original digital video content.Breaks down ways in which legacy media companies are shifting their content and advertising strategies.And Discusses new technology that will more effectively measure audiences across screens and platforms.Interested in getting the full report' Here are twoways to access it:Subscribe to anAll-Accesspass to BI Intelligence and gain immediate access to this report and over 100 other expertly researched reports. As an added bonus, you'll also gain access to all future reports and daily newsletters to ensureyou stay ahead of the curve and benefit personally and professionally. 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