Free-to-Air TV continues to reach more audiences than any other single medium and capture the greatest share of viewing time despite the increasing number of platforms and players competing for the video time and attention of consumers.
Inarguably though, audience numbers for live FTA TV are declining.
Change in FTA TV is already happening and evolution will continue to occur over the longer term. If however, broadcasters do nothing more than they currently are, the future for FTA as a linear, terrestrially delivered television service, will be grim.
New entrants, new formats and new distribution models are blurring the ‘Television’ market.
The consumption of linear (scheduled) TV will fall as non-linear (‘on demand') video irreversibly changes video consumption habits.
Resulting in long term decline for traditional linear terrestrial FTA TV revenues if broadcasters do nothing.
Free-to-air broadcasters need to focus more aggressively on generating non-linear / digital revenue at the same time as reducing traditional cost bases.