It’s not either/or for linear TV and CTV. As the media ecosystem evolves, 
Viamedia CEO David Solomon explains why a hybrid model is a “gold mine.”
Linear is shrinking as the media ecosystem evolves – but it’s still very much alive. Where does linear still have value to consumers and advertisers?
Yes, linear is still alive and kicking! For most companies this is the lion share of their business in fact. However, times are changing, and we need to prepare for the change. The fact is linear TV continues to offer significant value due to its ability to create a shared, collective viewing experience. Live events like sports, award shows, or breaking news drive audiences to linear because they’re moments people want to experience in real-time. For advertisers, linear provides unparalleled reach, particularly for older or less tech-savvy demographics who remain loyal to traditional formats. It also offers predictability in scheduling and ad placement, ensuring brands appear during high-viewership slots. Linear thrives on consistency, something streaming cannot always replicate
How do linear and streaming TV complement each other?
Linear and streaming TV offer unique strengths that enhance the consumer experience when combined. Linear excels at live, appointment-based programming, while streaming provides on-demand, personalized content anytime and anywhere. Together, they form a robust ecosystem that caters to varying audience preferences. For advertisers, this hybrid model is a goldmine—it allows for broad brand messaging on linear to build awareness, paired with highly targeted, data-driven campaigns on streaming to engage specific audiences. A cross-platform strategy ensures that no demographic or consumer touchpoint is overlooked.
How do you think the linear TV business needs to evolve to remain vital?
To remain competitive, the linear TV business needs to embrace technological innovation and consumer-centric strategies. Integrating advanced analytics to measure viewer engagement in real-time, similar to the data available on streaming platforms, would make linear more attractive to advertisers. Additionally, adopting addressable advertising technology can help tailor ads to households even in a traditional TV setting, enhancing relevance and ROI for brands. Finally, linear must focus on exclusive, live, and highly engaging content, ensuring it remains the go-to option for collective viewing experiences.
