[Today's Theme] World Television Day: The Future of Media Report
📺 [Insight] TV Is Not Dead, It Reincarnated: The 2025 Media Industry Report
"Video killed the Radio star."
Just as the famous song predicted a shift in media, many experts once forecasted that the rise of smartphones and YouTube would spell the end of Television. They called it the "Death of TV."
However, on this World Television Day (November 21), mandated by the UN, the data tells a completely different story. TV hasn't died; it has evolved into a massive 'Home Hub' powered by CTV (Connected TV) and Artificial Intelligence (AI). The "idiot box" is now the smartest device in the house.
1. From 'Viewing' to 'Experiencing': The Rise of CTV
In the past, a TV was merely a receiver that passively caught broadcast signals. Today, the TV is essentially a giant smartphone permanently connected to the internet.
The explosive growth of the Connected TV (CTV) market is reshaping the industry landscape. Viewers no longer wait for scheduled programming. They launch OTT apps like Netflix, YouTube, and Disney+ on the big screen. This shift has fundamentally changed the advertising market as well. We are moving away from generic mass broadcasting to 'Addressable TV', where ads are targeted based on precise viewer data, just like on the web.
2. The FAST Revolution: "Free is the New Premium"
Perhaps the hottest topic in the global media industry right now is FAST (Free Ad-supported Streaming TV).
💡 What is FAST?
It refers to streaming services that provide linear TV channels and on-demand content for free, supported by commercials (e.g., Pluto TV, Tubi, Samsung TV Plus, LG Channels).
Facing high inflation and 'Subscription Fatigue', consumers are canceling paid subscriptions and flocking to FAST platforms. This signals a fascinating return to TV's roots as a 'free, ad-supported universal medium', but with a technological upgrade that offers better content discovery and quality.
3. AI Redefines the Living Room: The Era of 'Total Video'
We cannot discuss the future of television in 2025 without mentioning Artificial Intelligence (AI). The TV is no longer a dumb pipe.
- AI Upscaling: Transforming low-resolution legacy content into crisp 4K or 8K quality in real-time.
- Hyper-Personalization: Learning viewing patterns to recommend content before you even know what you want to watch.
- T-Commerce (Shoppable TV): Allowing viewers to purchase the outfit a protagonist is wearing with a single click of the remote.
We are entering the era of 'Total Video.' The boundaries between devices have blurred. What matters now is the immersive experience of the content itself, and the TV remains the undisputed king of the living room, maximizing that immersion.
💡 Conclusion: Technology Changes, Essence Remains
The UN established World Television Day in 1996 to recognize the medium's immense "influence." While the form factor has shifted from bulky CRT sets to sleek OLED panels, and from broadcast towers to fiber optics, the core power of TV—to connect people and deliver information—remains as valid in 2025 as ever. In fact, it has become more powerful.
At Versus Lab, we will continue to track and analyze these rapid shifts in media technology and business trends.
