It just isn't at all. It's still on-air in the US and much of Europe not to mention huge countries like India (where it is still heavily used) and China plus many African countries.
It was a culture shock to me as an American that moved back to the US. Turned on regular TV only to see shows constantly interrupted by commercials. After that I put the STB in the closet and use streaming services.
My hunch is that over-the-air broadcasts are much less popular in the US than they were 30 years ago. A lot of Americans probably don't even know they can get digital broadcasts with a coax antenna. One group is probably paying for cable or satellite, and another, probably the one with more growth, is mostly watching stuff on phones and tablets.
I remember living in the UK 20 years ago when my friend had got into Buffy the Vampire Slayer. He insisted I watch some episodes. But because the target demographic was 'nerdy night owls' on a non-prestige TV channel, they cheaped out on the conversion and by the end of each 45 minute episode the dialog had gone badly out of sync.
My friend insisted I was just imagining it, but only one of us went on to have a career doing post-production in the US market. To be completely frank I've looked down on UK/EU broadcast techs a little ever since because being able to set everything to 25fps and forget about it is easy street.
And it is wildly popular, about 1.7 million viewers (population ~5 millions), around 80% of those watching TV at that time are watching it. And it always aired at 21:00. In 1992, NRK tried to air it earlier, but they received so many calls from the public that night that they re-sent it later in the evening
Broadcast was utterly unbearable when I visited the US 20 years back, I can't imagine watching it today.
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