Abstract: Venture Insights’ 2024 Consumer Media survey data shows that FTA TV reach rose significantly in FY24, driven by a surge in the uptake of BVOD. Over the same period, SVOD subscriptions have slumped. This challenges the narrative of decline that has built up around the FTA TV industry, and should force some rethinking about the industry’s future prospects. This will be especially important in the context of the Minister’s recently proposed “exploration” of the industry’s future, and an upcoming 2025 Discussion Paper.