By Justin Fromm
Special to RBR+TVBR
“Gradually, then suddenly.”
It’s how Hemingway describes bankruptcy in The Sun Also Rises, but it rings true in so much of our existence. Change very often happens slowly all around us, only for us to recognize the effect all at once. Over the past decade TV has been changing gradually, but it’s truly in the past year that it has suddenly transformed.
In 2021, nearly 100 years after its invention, and more than a decade after Netflix, Hulu, and Roku made it possible to stream video to our sets, TV has all at once evolved from a one-to-many, live broadcast medium into an IP-delivered, one-to-one, on-demand digital medium.
To keep up with how consumers use their TVs, advertisers must shift how they think, plan, and buy TV.