From traditional to streaming

Traditional viewing has changed. Now we have access to endless content in multiple formats, with unprecedented freedom in choosing what to watch, when and how. However, the more choices we have, the harder it becomes to discover content, leading to what experts call the “paradox of choice”. Research shows that people spend more time searching for content than actually watching it. And if that were not enough, economic circumstances also force us to look at our monthly bills, making it increasingly difficult to keep subscriptions to multiple services and platforms.

As we move toward a near complete digitalization of TV,  the line between linear and streaming is blurring. FAST channels have emerged as a fresh alternative by providing a linear viewing experience similar to that of traditional TV, allowing us to escape the decision fatigue and enjoy a simpler, smoother lean back experience. In addition, they present a way to enjoy quality content without sacrificing our pockets.

Does this mean we are returning to the old television days? No. Connected TV offers a unique blend of traditional and digital, providing viewers with the familiarity of TV while bringing the advantages of the digital world.

The unique impact of TV with the possibilities of digital

Unlike traditional TV, ads on Connected TV are shorter and more contextually relevant. By leveraging targeting capabilities, advertisers can deliver more personalised and timely ads, creating relevant interactions between viewers and brands. This helps to  lower costs, and increases engagement at the same time. With a non-skippable format and shorter duration, connected TV ads boost viewer retention.

Personalisation plays a key role not just in advertising but also in the overall TV experience. 

Content owners can refine their distribution strategies. Localising  their offerings helps to engage  diverse audiences in different markets. In addition, tailoring to individual preferences and understanding user behaviour is key to delivering personalised and impactful TV experiences, such as recommendations about what to watch next

TV moves beyond hardware

Connected TVs are an invaluable source of viewer insights, enabling TV platforms to offer more relevant content and advertising experiences. The rise of connected TV has enabled a more collaborative business model that benefits viewers, content owners and brands alike. But the transformation extends to new players entering the TV ecosystem.

This not only changes the way people connect with content and ads, but also presents TV manufacturers with opportunities to go from one-time hardware sales to sustainable revenue models. Thus, this allows them to lower prices, making larger TVs more accessible to today's consumers than ever before.

And what about at the point of sale? It is the ultimate meeting point for consumer interaction. Retail offers unparalleled avenues of contact with consumers while Connected TV allows retailers to engage with consumers through innovative and interactive formats. Retailers are increasing their digital footprints, exploring streaming and media partnerships, and formulating integrated retail media strategies.

And what about at the point of sale? It is the ultimate meeting point for consumer interaction. Retail offers unparalleled avenues of contact with consumers while Connected TV allows retailers to engage with consumers through innovative and interactive formats. Retailers are increasing their digital footprints, exploring streaming and media partnerships, and formulating integrated retail media strategies.

Privacy at the core of a user-centric TV experience

But, as TV consumption evolves, so do privacy and data protection and regulations. To succeed we have to build a user-centric digital ecosystem, placing security and user privacy at the centre and ensuring absolute transparency and consent in the use of information. For Titan OS we achieved this with the recently integrated CMP from Onetrust (Click here to read more).

We believe it is time to help audiences to discover content more easily. We need to help brands connect with relevant audiences again, and to re-think the TV business model, to create a sustainable future.

It is time to re-think TV. Together.