TV Isn’t Dead—It’s Evolving: Reflections from New Video Frontiers

TV Isn’t Dead—It’s Evolving: Reflections from New Video Frontiers by Geraldine McVeigh 

Every year, the debate rumbles on, has TV had its day? But if there’s one thing that the New Video Frontiers conference reinforced, it’s that TV isn’t dead, it just looks different. The idea that audiences are abandoning television is simply untrue. In fact, with more players in the market, more sophisticated advertising opportunities, and better data to measure engagement, TV is in a new golden era. The real challenge isn’t TV’s relevance - it’s how we adapt to this shifting landscape.

Here are my five biggest takeaways from the event:

1. TV Isn’t Dead - It’s Evolving

The long standing “TV is dying” narrative couldn’t be further from the truth. Audiences still turn to TV to share cultural moments, whether that’s live sports, reality finales, or appointment-to-view dramas. What has changed is the way they access it. Whether through traditional linear, BVOD, AVOD, or SVOD, TV remains a dominant force. 

The key takeaway? The ecosystem is expanding, not shrinking, and advertisers need to embrace the new world rather than cling to old assumptions.

2. The Value of 'Satisfied Audiences' Over Just Reach

One of the most thought provoking discussions came from FreeWheel, NBCUniversal, and GWI, who presented research on co-viewing and engagement. 

It turns out that reach alone isn’t the be all and end all, satisfied reach matters more. Viewers who are genuinely engaged with content (whether watching with family or experiencing high quality, immersive storytelling) are more receptive to advertising, more likely to recall brands, and even more inclined to purchase premium products. It’s a crucial shift in mindset. Advertisers need to think beyond impressions and consider the quality of engagement they’re buying.

3. The Home Screen Is the New Battleground

We often talk about linear vs. streaming, but one of the most fascinating insights came from Samsung Ads: the real battleground is the home screen. Research shows that 85% of Samsung TVs are now used for streaming, with viewers flicking between four different apps a month. But here’s the kicker, half of them don’t know what to watch and spend up to six minutes searching, with some giving up entirely.

 Brands have a real opportunity here to become part of content discovery, not just an interruption. YouTube is leading the way in this space, integrating brand recommendations into the user journey, and it’s an area advertisers should start paying more attention to.

4. Advertisers Need to Rethink Performance vs. Brand Marketing

One of the biggest challenges we face is convincing advertisers of TV’s evolving value. Many brands, especially SMEs, are defaulting to performance marketing because search and social deliver immediate, measurable ROAS. But the industry needs to do a better job of showcasing how addressable TV and data driven targeting can provide both short term results and long-term brand impact.

 ITV’s discussion on Planet V highlighted how smaller agencies, previously locked out of TV advertising, are now tapping into programmatic TV to achieve measurable outcomes. The key is education: advertisers need to understand that TV isn’t just about brand building anymore, it’s a powerful performance channel too.

5. Collaboration, Not Competition, Is the Way Forward

Perhaps the biggest takeaway from New Video Frontiers was the need for collaboration. There’s no doubt the landscape is fragmented, with Paul Gubbins from Tubi telling us 19 new players have entered the UK streaming market. The sheer volume of innovation can be overwhelming, but rather than competing in silos, the future lies in partnerships. 

Broadcasters, agencies, and tech providers need to lean into collaboration to simplify measurement, improve addressability, and help advertisers make sense of the ever expanding ecosystem. At Channel 4, we know we operate under different regulations than some of the more agile digital-first platforms, but our role in leading innovation within this space is critical.

Final Thoughts

The future of TV advertising isn’t about debating whether TV is alive or dead, it’s about making the most of the new opportunities available. More platforms mean more touchpoints for advertisers, better data means smarter targeting, and evolving tech means TV can finally deliver measurable outcomes beyond traditional brand building. The industry needs to move past outdated narratives and start focusing on what’s next.

For advertisers, the message is clear: those who adapt and embrace the evolution of TV will be the ones who win. The question isn’t whether TV is still relevant, the question is, are you making the most of it?