The future of television might just be becoming clearer.

Much energy has been expended debating the extent to which TV will retain its position as the leading media channel for brand building – not least Ebiquity’s controversial ‘TV at the tipping point’ report from earlier this year. The key, according to RTL/Adconnect, is to ditch the jargon – linear, BVOD, catch-up, etcetera – and to focus on a single dividing line: short-form and long-form content.

While short-form content is very much the preserve of YouTube and other digital media platforms, television (and primarily TV delivered to a big screen device) will retain a stranglehold over long-form content, argued Daniel Bischoff, RTL/Adconnect’s Marketing Director, at Advertising Week Europe (London, March 2019).

Short-form video and SVOD services are responsible for an overall increase in video viewing in the UK – an increase of 18 minutes between 2014 and 2017 – but viewer appetite for longer video remains largely undiminished. “The way we consume that long-form content changes, but the fact of the matter is that we as human beings love long-form content, because of the way our brain is wired to love storytelling,” said Bischoff.