Consumers now have a wealth of choice when it comes to TV viewing, with the rapid growth of streaming and OTT services joining the more traditional broadcast channels. They are also able to watch across multiple devices – although this has not diminished the importance of the living room, thanks to the rise of connected TV, and the enhanced viewing experience provided by the ‘big’ screen.
Broadcasters need to embrace this TV evolution as they head into 2019, to ensure they are providing viewers with content where and when they want it, as well as providing high quality inventory for advertisers alongside their programming. Premium content – whether it be in terms of production or broadcast rights – will be the biggest priority of all.
Going forward, broadcasters will be reviewing their business models and embracing a holistic method of monetisation, unifying linear and digital inventory and rethinking the current silos of ad-funded, subscription and transaction models.