"When we talk about the future of TV, we need to first make it clear what we're talking about. Is it a piece of hardware in a living room or video content that can be streamed on any device? A few years ago, you'd be forgiven for thinking that everyone was going to sit in front of their mobile devices, next to each other on the couch, and never look at a big screen again. However, that is not where we're heading."
"Consumers have more control, choices, and are more connected than ever. In the U.S. and the U.K., more than 50% of the population is connected TV users, and this trend is only projected to continue growing. Of course, there are a few clear winners in terms of who owns the delivery of content among Netflix, Amazon, Google, and traditional Multichannel Video Programming Distributors (MVPD)."
Television encompasses both physical living-room hardware and streamed video accessible on any device, and both remain relevant. Connected TV and over‑the‑top (OTT) viewing are rapidly growing, with over half the populations in the U.S. and U.K. using connected TV. Major platforms—Netflix, Amazon, Google—and traditional MVPDs dominate content delivery. Consumption patterns have shifted across all age groups, not only early adopters. Marketers must adapt as CTV and OTT change how audiences are reached; legacy TV advertising strategies no longer guarantee results. Traditional TV retains value by delivering immersive, attention‑capturing experiences on large screens in the home.
Read at The Drum
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