The Trade Desk – Future of TV Report

case study

Insights Exchange was commissioned by The Trade Desk to gain insights into the evolving TV landscape, how audiences are responding, and the potential impact of these developments for broadcasters and advertisers.

THE BRIEF

The survey was conducted in April 2023 via a nationally representative survey sample of 1,000 Australians ages 18-80 and interview senior leaders in marketing, advertising, and TV (including SVOD and broadcasting).

The research report was developed into a White Paper and Thought Leadership Report and marketed by The Trade Desk via media, conference presentations and other PR initiatives.

For a copy of the report, please see The Trade Desk.

THE SOLUTION

Key findings included:

Consumers are embracing paid content, holding an average of 2.7 paid TV subscriptions (including SVOD and Pay TV), with two-thirds of paid subscribers open to signing up for other platforms
At the same time, consumers haven’t quite let go of linear TV, with Total TV dominating total video viewing across any device at 72.6%
37% of Gen Z will tune of of linear TV by 2028
2.5 million Australians choose BVOD over linear TV every week

Today, TV has changed dramatically. While the popularity of paid streaming platforms continues to rise, free-to-air TV still holds a captive audience amongst Australians. With consumer attention divided across multiple platforms, more marketers than ever are choosing broadcast video on demand (BVOD) to stay connected with the right audiences, and make every ad dollar work harder.

The Trade Desk – Future of TV Report

THE BRIEF

THE SOLUTION

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