""Until maybe eight years ago, television in and of itself was a very clean and tidy well-lit marketplace. It was very clear and easy to understand this television universe. "What's happened is, with the rise of streaming, particularly through the pandemic, we're seeing streaming begin to rival and sometimes exceed linear viewership. "And that has created a massive amount of fragmentation for the television universe.""
""We need to first solve for TV's fragmentation issue by thinking of TV as a platform," he says. "And then we can have the television universe compete with the search universe, compete with the browser-based display universe, compete with the native digital universe, and so forth. "That's really where we need to go as a marketplace. So I think it's a different lens that we're looking through.""
Television has shifted from a centralized, easily understood marketplace into a fragmented universe driven by the rise of streaming and pandemic-era viewing changes. Streaming now rivals or exceeds linear viewership, creating many services and purchase points for advertising. Tech giants operate as integrated platforms and walled gardens that deliver seamless, attribute-driven ad targeting. Television needs to reframe itself as a cohesive platform and address fragmentation to offer comparable advanced advertising capabilities. Solving fragmentation and adopting an ecosystem mentality would enable the television universe to compete directly with search, browser-based display, and native digital advertising channels.
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