The television industry is enjoying a renaissance that benefits viewers, advertisers, and content creators alike. Streaming and on-demand services have opened doors to unprecedented content variety and delivery methods, making it a particularly exciting time to be part of this industry. Still, despite the positive momentum, much of the conversation within the industry remains focused on the challenges and growing pains. But as Scott Schiller, global chief commercial officer at ENGINE, sees it, “Today’s challenges are tomorrow’s opportunities. We have to move beyond legacy thinking and focus on how we can best serve the consumer.” In this shifting landscape, keeping the consumer at the heart of strategic choices will be the key to success.
The Audience Shift: Viewing on Their Terms
Today’s audiences are consuming more TV content than ever before, with viewers logging almost 32 hours of screen time weekly, according to ENGINE insights. Although traditional cable and network viewing still make up a significant portion of this time, streaming has grown steadily, with Nielsen showing that streaming now comprises 33% of all viewing hours— up from 20% in 2020. This shift highlights a simple reality: people want control and flexibility. “The fact is, audiences are watching what they want, when they want,” says Schiller. “If we want to keep pace with this demand, the industry has to shift the focus from devices to the experience.”
With nearly 2,000 original series available across cable, broadcast, and streaming platforms, audiences face what might be called an abundance problem. For younger viewers especially, content discovery is a genuine issue, leading them to rely on social media recommendations and friend networks to find new shows. The industry’s responsibility, Schiller notes, is to make this discovery process simpler and more intuitive. “There’s a real opportunity here for advertisers and networks to step up and help guide viewers. The better the experience, the more likely we are to see engaged, loyal audiences,” he says.
The Role of Live TV and New Content Models
While on-demand content continues to grow, live TV maintains a solid audience. According to ENGINE, around 43% of U.S. adults over 18 watch live TV daily, and another 26% tune in at least a few times per week. This viewership is increasingly happening on streaming platforms, with around 70% of live TV viewers using a paid or free streaming service to watch. “We’re seeing that the appetite for live content remains strong—it’s just a matter of where and how people want to access it,” says Schiller. Live programming partnerships between streamers and sports leagues, like Apple’s Friday Night Baseball and HBO Max’s deal with U.S. Soccer, indicate a shift in response to these preferences, suggesting an ecosystem that could soon be redefined by consumer-driven streaming partnerships.
Experimentation with subscription tiers is another positive shift. Disney and Netflix’s lower- cost, ad-supported tiers aim to make premium content accessible to more viewers, a “win- win” in Schiller’s words. “It’s all about offering choice,” he says. “Not every viewer wants a full premium subscription, so why not provide options? It’s time for the industry to adapt rather than dictate.” This adjustment enables brands to reach new audiences while giving consumers affordable access to quality content—an approach that will likely be a key driver of future revenue models.
Navigating Technology and Evolving Consumer Expectations
The rapid advancement of technology has transformed not just how people watch TV but how they interact with it. AR, VR, and 5G are reshaping the content landscape, enabling immersive experiences and engaging ad formats that simply weren’t possible a decade ago. Schiller believes that the industry’s adaptability will determine how much value it can extract from these new opportunities. “Adapting isn’t just a buzzword—it’s a survival tactic,” he says. “Advertisers need to recognize that innovation will continue to disrupt the industry, but it’s about seeing that disruption as a positive force.”
However, with technological advancements come complications. Schiller stresses that cross- channel media targeting is crucial, urging the industry to embrace a unified approach to measurement. “It’s all TV now,” he explains. “Viewers don’t see a difference between a live event, a streaming series, or a YouTube clip. So why should we?” For advertisers, the answer lies in moving away from rigid media-mix models and adopting measurement frameworks that reflect the varied ways audiences consume content. The push for a single, all- encompassing metric may need to give way to a more nuanced approach that embraces platform diversity.
Tips for Embracing “TV Nirvana”
The current TV landscape presents plenty of opportunity, but making the most of it requires forward-thinking strategies. Schiller offers four essential tips for thriving in this evolving ecosystem:
- Put Consumers First: “Listen to the audience,” Schiller says. “Consumer preferences drive the market, not the other way around.” By understanding what consumers want, advertisers can tailor their messaging and reach audiences more effectively.
- Rethink Business Models: Long-term thinking is crucial. Rather than focusing solely on quarterly performance, Schiller suggests companies take a broader view, planning for the next few years. “TV isn’t just about this quarter’s earnings; it’s about setting the foundation for the future,” he emphasizes. By investing in a cross-channel strategy that views all video content as “TV,” advertisers can better meet consumer expectations.
- Build Strategic Partnerships: Successful advertising today requires reaching beyond immediate metrics. By partnering with platforms that offer Incremental Reach Measurement (IRM) and developing cross-channel plans, brands can maximize their reach and impact. “The more holistic our approach, the better we can serve the consumer,” says Schiller.
- Acknowledge Audience Choice: Finally, Schiller underscores the importance of respecting consumer perspectives. “Audiences decide what’s premium content based on what they value—not us,” he says. The best strategy is to meet audiences on their terms and build programming around what they find meaningful.
Shaping the Future by Embracing Change
Despite ongoing disruptions, the television industry has consistently adapted and grown. As Schiller points out, “The future of TV isn’t constrained by the past. The industry is evolving with each advancement, and those willing to innovate will shape that future.” Embracing technological advancements, new partnership models, and diverse measurement methods will enable advertisers and networks to reach their full potential.
Ultimately, success in today’s media landscape will be determined by a willingness to put the consumer first, adapt to change, and explore new possibilities. Schiller’s insights offer a roadmap for a thriving future, but as he reminds us, “This industry’s evolution depends on our ability to move beyond old definitions and focus on what viewers want. It’s time we think of TV as a complete, cohesive ecosystem that delivers content in ways audiences value most.”
In short, the golden age of television will continue for those ready to embrace its challenges and opportunities. With an optimistic, consumer-focused approach, the industry is poised to create a truly transformative viewing experience.