Thursday, February 16, 2023
Sea Change
According to one forecast, digital video viewing will exceed traditional television for the first time. Netflix and YouTube are leading the way. The question is what broadcasters will do to respond to the competition. They are no longer in a power position where they can dictate the market and suck up billions in advertising dollars. For decades they sold time in the upfront frenzy with advertisers betting on the popularity of programs to come. It was a heady existence, fraught but still comfortable and understandable. That has all changed and with it the entertainment industry. It's anybody's market today and the players have to find their way in it.
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