Advanced TV refers to the array of features enabled by digital technology that significantly changes traditional television. It encompasses various forms of streaming TV content, including connected TV, TV Everywhere, video on demand (VOD), and programmatic TV2. Unlike traditional broadcast TV, advanced TV leverages digital signal processing and transmission to offer more program material and interactive features.

Components of Advanced TV

Advanced TV is characterized by four main features: time shifting, addressability, interactivity, and interoperability. Time shifting allows viewers to control when they watch content, thanks to technologies like DVRs and VOD1. Addressability enables advertisers to target specific audience segments, while interactivity empowers viewers to respond to or bypass content. Interoperability ensures that content can be viewed across multiple platforms, such as TVs, PCs, mobile devices, and more1.

Scale in the UK

In the UK, advanced TV is rapidly growing, with broadcasters and advertisers embracing its capabilities. Platforms like ITV Hub are experiencing significant usage. Millions of users have registered. These users show high levels of engagement. The UK market is noticing an increase in AVOD (advertising-based video on demand) services. There is also growth in BVOD (broadcast video on demand) services. Additionally, SVOD (subscription video on demand) services are rising. The UK market is also seeing a rise in AVOD services. BVOD and SVOD services are also increasing. Global Scale Globally, advanced TV is becoming a dominant force in the television industry. Major players like Disney, Apple, and HBO are expanding their direct-to-consumer offerings. Regional broadcasters are adopting advanced TV technologies to monetize their inventory. The global market is shifting. It is witnessing a move towards more personalized and data-driven advertising. This change makes advanced TV a key player in the advertising landscape.

Global Scale

Globally, advanced TV is becoming a dominant force in the television industry. Major players like Disney, Apple, and HBO are expanding their direct-to-consumer offerings. At the same time, regional broadcasters are adopting advanced TV technologies. They aim to monetize their inventory5. The global market is shifting towards more personalized advertising. Data-driven approaches are taking center stage. This change makes advanced TV a key player in the advertising landscape.

Trends to Watch Out for in 2025

As we look ahead to 2025, several trends are shaping the future of advanced TV. First, the continued growth of AVOD and BVOD services is expected, as more viewers opt for ad-supported content5. Second, the rise of connected TV (CTV) and over-the-top (OTT) devices will drive further adoption of advanced TV. Third, data-driven advertising will become more sophisticated, with advertisers leveraging first-party data to target specific audiences more effectively5. the continued growth of AVOD and BVOD services is expected, as more viewers opt for ad-supported content. Second, the rise of connected TV (CTV) and over-the-top (OTT) devices will drive further adoption of advanced TV. Third, data-driven advertising will become more sophisticated. Advertisers will leverage first-party data to target specific audiences more effectively. Finally, privacy regulations and identifier deprecation will push the industry towards more contextual and intent-based advertising solutions. Finally, privacy regulations and identifier deprecation will push the industry towards more contextual and intent-based advertising solutions.