What is the future of TV? Broadcasters, media companies and analysts give their take

"TV as content will never go away, but its format and device are constantly changing. As TV becomes more digitalized and smart, the line between TV and over-the-top (OTT) is blurring. For advertisers and agencies, TV and online video planning and measurement will continue to merge. Data will play a bigger role in the future of TV. Data - access to it and the collection and use of it - will offer some marketers, adtech vendors, agencies, and media companies a competitive advantage"

"The appetite for investing in content is, and will remain, strong because we all want to be entertained. The groundwork is being laid around two major battle lines, ad supported vs non-ad supported and how it is consumers actually receive their content. Netflix has shown how the relationship between content providers, consumers, and advertisers has changed. Consumers now have more say in how many ads they see, if any at all."

"In these instances, advertisers will have to continue to evolve how and when they talk to consumers. How people actually receive that content is becoming just as important. IP delivered entertainment opens new doors in how advertisers can target consumers. However, it's possible that not all consumers will be included in this new age. Advertisers will continue to face a patchwork, fragmented system that blends new and old for the foreseeable future."

Television will continue to exist while its formats and devices evolve toward digital, smart, and IP-delivered experiences. The boundary between traditional TV and OTT streaming is increasingly porous, pushing TV and online-video planning and measurement to converge. Data access and analytics will reshape content creation, personalization, acquisition, and marketing, creating competitive advantages for organizations that leverage it. Investment appetite for content remains high as consumers prioritize entertainment, pricing, and quality when choosing services. Major tensions center on ad-supported versus ad-free models and distribution methods. Advertisers face targeting opportunities from IP delivery alongside persistent fragmentation that mixes legacy and emerging systems.

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