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24 February 2022
Linear TV faces tipping point within five years
TV & Connected TV audiencesTV & Connected TV planning & buying
Linear TV is still a thing, but across Europe and the US it is losing ground to streaming, a trend accelerated by the pandemic, and within five years fewer than half of viewers will be watching it in many markets, according to research company AudienceProject.
Why it matters
TV’s role as the go-to medium for brand-building is under threat as never before. In all countries but Finland, an AudienceProject report finds, the commercially attractive audience of 15-55 year-olds now prefers streaming over linear TV. And more than a quarter of the US and UK population are now pure streamers and can thus only be reached on streaming platforms.
This presents marketers with a major challenge and they will have to seriously reconsider their media approach – and sooner rather than later.