The Trade Desk – Future of TV Report

The Trade Desk

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 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.


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


About The Trade Desk
The Trade Desk is an independent media buying platform designed for the open internet. It was founded in 2009 and is based in California. It is the largest independent demand-side platform in the world. It employs around 2,800 people in 25 office locations worldwide.

The platform helps marketers reach more customers doing more of the things they love, with more transparency and precision at every stage — from planning to pricing to performance.

The Trade Desk finished 2022 with a record total spent on the platform of $7.8 billion, and annual revenue of over $1.5 billion.

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