Perspectives | CTV Platforms at the Centre of the New TV Economy

TV hardware is transforming. What was once a business driven primarily by hardware sales now centres itself on software platforms, data, and advertising. At the same time, audience preferences for free and paid streaming services over traditional managed payTV are reshaping power dynamics in television content and distribution, opening the door for TV manufacturers to build more direct relationships with viewers.  

Platform control has become the crux of the new TV economy. TV manufacturers, tech giants, and newcomers alike are vying to be the default platform in consumers’ living rooms, because with control comes a host of advantages.

This perspective piece offers an in-depth analysis of these shifting dynamics, exploring how this new competitive landscape will control the future of the television industry.