Even before the pandemic, people were eager to understand the future of TV. Now this has become a hot topic for reasons that are unique to the moment. Viewing on all screens is up during this time of shelter in home. Matthew Scott Goldstein told us last week on Simulmedia Live that the 2020s could be the decade of content. But conversely, on our show Brad Berens of the IAB casted doubts on Netflix, with a sudden surge in competition from other premium, ad-free options, as well as advertising supported streaming. Meanwhile, linear TV viewing has increased significantly over the last several weeks.
So while this may be a golden era of content viewing, it creates all sorts of challenges for media owners and advertisers. We invited Terry Kawaja, the CEO of LUMA Partners, to join us on Simulmedia Live to reveal who he thinks will win in this current climate. He addresses a myriad of content providers, including how OTT (ad and non-ad supported) and Convergent TV fit in. He also discusses the need for agile planning and buying, mimicking digital, to replace traditional media buying practices, notably as more marketers have to buy in the spot (also known as scatter) market.