While adapting to all these changes is crucial, television has been, is currently, and will continue to be a major medium, and THE medium for reaching the masses. Our Group CEO Bert Habets delves into the future of television, exploring its continuous significance and the transformative potential that lies ahead:
Today, Germans spend an average of 11 hours a day engaging with mass media. At around three hours a day, television, including BVoD, accounts for one-third of media usage. Despite the ever-evolving media landscape, television remains the most powerful medium for achieving instant mass reach.
However, to maintain its relevance, television must adapt, improve, and transform. And in my view, there are three trends that will shape the industry over the next three to five years.
Live content shines
Viewers enjoy watching live content, from major sports events and election results to breaking news. Television has long been the medium that turns such moments into collective conversations, even as live content gains traction on social media and streaming platforms.
To remain indispensable, the industry must work together to enhance the live content experience for viewers. Emerging technologies such as AI, virtual reality, and augmented reality will play crucial roles in reinventing how we engage with live broadcasts. These innovations will empower viewers to participate in real time, ask questions, share comments, and even virtually participate in live shows.
The merge of TV, streaming and social media
The convergence of television, streaming services, and social media is reshaping the media landscape. European broadcasters are actively investing in streaming services, with some focusing on subscription models, others on advertising, and many adopting hybrid approaches. Regardless of the strategy, the focus remains on two fundamental principles: maximizing reach and fostering 360-degree partnerships with talent and influencers.
Our streaming platform Joyn exemplifies the best of TV and social media. By aligning efforts across platforms, fostering collaborations with influencers, and adopting innovative monetization strategies, the focus is on delivering a seamless, engaging experience for viewers while maximizing reach.
Our industry needs to partner
In an era of industry consolidation, partnerships are more crucial than ever. While long-standing partnerships with US content providers remain vital, the future calls for expanding alliances across the industry – including with competitors and public broadcasters. Such collaborations strengthen the dual system, ensuring long-term competitiveness and fostering a sustainable media ecosystem in Germany and across Europe.
By embracing innovation, fostering partnerships, and staying attuned to viewer needs, television can continue to adapt, thrive, and remain central to the evolving media landscape.