The world of TV distribution has been fundamentally reshaped in recent years. The old model of network TV and cable syndication is no longer the sole path to market. A new, faster, and more fragmented landscape has emerged, creating both challenges and immense opportunities for distributors who are ready to adapt.
The world of TV distribution has been fundamentally reshaped in recent years. The old model of network TV and cable syndication is no longer the sole path to market. A new, faster, and more fragmented landscape has emerged, creating both challenges and immense opportunities for distributors who are ready to adapt.
Here’s a breakdown of the key transformations that are redefining the TV industry and what they mean for your business.
For decades, TV distribution was built on a linear broadcast model. Shows aired at a specific time, and the audience had to be there to watch. Now, that model has been replaced by on-demand, binge-watching culture.
On-Demand is the New Standard: Viewers expect to watch what they want, when they want. This has led to the proliferation of SVOD (Subscription Video On-Demand) and TVOD (Transactional Video On-Demand) services, all of which are hungry for a constant stream of new and library content.
The Buyer's Mandate: TV buyers at streaming services are no longer just looking for a season of a show. They are looking for binge-able content, and they need a frictionless way to screen and acquire it. Your platform must make it easy for them to browse your entire catalogue and find the next hit series.
As subscription fatigue sets in, viewers are increasingly turning to free, ad-supported streaming TV (FAST) channels like Pluto TV and The Roku Channel. These platforms have become a critical new source of revenue for distributors.
Re-monetise Your Library: FAST channels provide a perfect home for your library content, giving it a new life and a new revenue stream. Shows that might have been sitting on a shelf can now be packaged into themed channels and monetised through ad revenue.
Data-Driven Programming: Unlike traditional TV, FAST platforms provide real-time data on viewership. This gives you valuable insights into which shows are performing best, allowing you to inform your sales strategies and build more compelling content packages for buyers.
The TV buyers you are targeting are not immune to the shifts in consumer behavior. They use services like Netflix and Disney+ and they expect the same level of polish and ease of use in their professional tools.
Friction is a Competitive Disadvantage: If your sales process is reliant on a jumble of spreadsheets, shared folders, and manual link generation, you are putting your business at a disadvantage. A seamless, well-designed platform signals professionalism and makes the buyer’s job easier, which builds trust and strengthens the relationship.
The Self-Service Imperative: Buyers today are more self-sufficient than ever. They need to be able to explore your entire catalogue on their own, whether they are at their desk or on the go. Your platform should be a 24/7 digital storefront that empowers them to discover and screen content at their convenience.
The most successful TV distributors are using data and AI to stay ahead. They are moving away from gut feelings and towards a data-driven approach.
Sales Insights: A modern platform tracks every interaction, from what a buyer clicks on to what they watch and for how long. This gives your sales team the actionable intelligence they need to have more meaningful, targeted conversations with buyers.
Streamlined Operations: AI is being used to automate tedious tasks like content tagging and metadata enrichment, freeing your team up to focus on sales and strategy.
This new TV distribution landscape demands a new kind of platform. By embracing a modern, unified solution like ONE, distributors can navigate these changes, attract the right buyers, and turn their catalogue into a powerful sales engine.