It’s All Streams to Me: Winning in the Modern TV Era

For me, working in the multiscreen TV advertising space is more than just a job; it’s a passion that spans every area of my life. I’m the person who devours industry-related articles and podcasts each morning, can infuse any conversation with a well-placed TV reference, and genuinely prefers the ad-supported versions of streaming platforms because I want to watch and analyze the latest ads. 

Still, I'll be the first to admit that this industry can be complicated—often needlessly so. 

And amidst all the ongoing innovation, all sides of the ecosystem really have the same goal: authentically engage with receptive audiences. So, what do we need to prioritize as an industry to better achieve this? 

First and foremost, in the current TV era, content isn’t king: audiences’ power of choice is. 

The proliferation of TV platforms and screens over recent years has fundamentally changed the industry’s power dynamics. Long gone are the days when audiences “had” to watch their favorite shows at a specific time, on a specific channel. Audiences are now firmly in the driver’s seat, engaging only in the shows and platforms that best suit their unique preferences (and budgets). 

This is not breaking industry news. In fact, the evolution of viewership habits is arguably one of the most discussed hot topics. It's also not breaking news that the buy- and sell-sides' respective abilities to capture (and, ideally, maintain) attention has never been more important or competitive. 

Still, if these observations aren’t new and viewer attention needs to be earned in such a crowded marketplace, why do audiences remain burdened with repetitive or irrelevant ads? As long as this occurs, the consumer-first mentality often touted at industry events is not truly being put into practice. 

Audiences will not remain loyal to platforms (and brands) that do not make a discernable effort to respect their valuable time—and earn their dollars. A heightened, strategic focus on the tech- and sell-sides of the industry ensuring the buy-side consistently has the tools and inventory needed to only target audiences most receptive to their brand messaging is now non-negotiable. 

As a medium, television has always been heavily associated with premium quality and trust. Even now—as we all navigate a sea of overcomplicated and often unnecessary acronyms like AVOD, FAST, OTT, CTV, and more—I believe those fundamental TV attributes have not been lost. While there are more platforms and screens than ever, audiences still expect that, regardless of how they choose to watch, they’re still getting engaging, professionally produced content. 

Let’s, as an industry, commit to being worthy of that trust.