The Future of Television. We Have Some Thoughts.

By Lisa Bergamo

We keep hearing about the cord-cutters and the cord-never, who are abandoning TV en masse. Yet, the digital TV and video industry is set to be worth $119.2 billion in 2022, nearly double the $64 billion in 2017, according to recent figures. We’re actually watching more TV than ever, just in different ways. The projected industry growth is primarily due to a single factor: Over the Top (OTT) streaming.

As broadband pipes have grown fatter and faster, so has our access to video content via the internet. This shift has led to more video content being created, which leads to more advertising opportunities, which leads to more money and an expanding industry. It set the stage for Netflix and Hulu to be born—and who knows what services are on the horizon. The amount of content that is yet to be created is limitless.

2019 is shaping up to be a monumental year for ad-supported streaming OTT services with Viacom’s acquisition of Pluto TV and NBC Universal entering the fray. The evolution of the TV ecosystem is gaining substantial steam—particularly with the availability of connected/smart TVs, allowing for highly engaged and more customized viewing.

We know because Wurl is in the thick of it—we’ve created the OTT network powering the content that is delivered over connected/smart TVs, mobile and web. Wurl brings video producers closer to their audience—not only giving them programming control, monetization, and viewing data, but also the ability to bring ad-based, free linear viewing to consumers at scale. This direct-to-consumer experience, with limited and personalized ads, enables video producers to better target content, positively impacting audience growth and retention.

Wurl is delivering more than 250 million hours of video to more than 10 million monthly active viewers, all of which are a net addition to the ecosystem. We pull the players together for the good of the network. It’s a mutually rewarding ecosystem that’s ushering in the next phase of television.

So how do we fill in the blanks? This is the Open Age of television—we’re no longer stuck with the TV of old delivered by networks, cable companies and satellite providers. Video streaming over the internet has opened up the formerly proprietary, closed and expensive system.

By 2025, when 75% of the workforce (and spenders) will be Millenials— digital natives who have zero nostalgia for old-fashioned “TV”—we foresee an open system with no barriers to access. Technology pioneers have created a new ecosystem with new revenue streams and unlimited potential. These pioneers will own the next generation of TV. Don’t be left behind—join us!