The Future of TV and Video: Impacts of Digital Disruption on Broadcasters and Content Producers
The TV and video industry finds itself at a crossroads driven by rapid digitalization and the rise of video-on-demand (VoD) platforms like Netflix, Amazon and Disney+. These digital disruptors are fundamentally changing traditional business models and viewer behaviors.
According to a Deloitte study, the industry could evolve in very different directions by 2030 depending on how key uncertainties play out. Four divergent scenarios illustrate these potential futures:
Scenario 1 – Universal Supermarket: Global digital platforms like Netflix and Amazon dominate the market. Traditional broadcasters struggle to retain relevance.
Scenario 2 – Content Endgame: Large content producers and broadcasters consolidate through mergers and acquisitions to combat the platform threat. A few huge vertically integrated giants control content and distribution.
Scenario 3 – Revenge of the Broadcasters: Broadcasters leverage favorable regulations to constrain the power of digital platforms. They retain market share through their sports rights, local news and entrenched brands.
Scenario 4 – Lost in Diversity: The market fragments with many small niche services catering to specific interests. No single player dominates.
The factors shaping these outcomes include the pace of digitalization, the balance between linear TV and on-demand viewing, personalization of advertising, and the regulatory environment.
To survive in this new digital-first landscape, traditional broadcasters and content producers need strategies to adapt. Recommendations include partnering with competitors, aggressively building digital capabilities, and doubling down on compelling content. As Bill Gates famously said, “content is king” – it remains the lifeblood even as distribution models shift.
For smaller regional markets like the Baltics, local language remains key to reaching broad audiences. A significant portion of viewers still prefer content in their native tongue. Global platforms would have to incur substantial costs to localize their content catalogues. Hence in these markets, broadcasters should pursue partnerships with global distributors to integrate content into their platforms in a revenue sharing model. Competing head-to-head makes little sense in small markets that cannot sustain fragmentation.
The future of TV and video will likely see traditional players under pressure from digital disruptors. But through foresight, investment and collaboration, broadcasters and producers can retain an integral role in this evolving ecosystem. The outlook remains bright for those willing to embrace change.