Independent analyst Ben Keen has outlined significant changes to the way global streamers conduct their business and the content they offer. In all cases, they are drawing from a playbook that served pay-TV operators and channel owners well for decades.

The conference highlighted how three key segments of the TV industry are adapting to “life after” and quickly building a new story for themselves.

The UK broadcasters have embraced YouTube as a source of incremental audiences as the platform is promoted from a marketing tool to a strategic distribution partner.

ITVX will recoup its investment this year, earlier than anticipated, and ITV Studios achieved record profit thanks to cost-cutting measures and a new digital distribution strategy.

While their viewing share has declined, broadcasters are agile and remain strong in a number of areas, according to a talk between Shapiro and Barb CEO Justin Sampson.

The broadcaster’s commercial team will handle all advertising on the Google platform.

Amid a backdrop of fevered M&A chatter, 2024 was a year replete with significant moves for both global streamers and broadcasting incumbents. 

GroupM’s This Year Next Year forecast predicts strong continued ad growth, led by retail media and streaming TV. But much of the growth is being funnelled to just five Big Tech companies.

The broadcaster is anticipating a year-on-year fall due in part to fewer bookings as a result of uncertainty in the lead-up to the UK budget.

A panel at The Future of Media Manchester considered the need for TV to lean further in to data and performance to be more competitive for media budgets.