Despite numerous predictions and projections, traditional terrestrial or free-to-air TV, also known as linear TV, is far from becoming extinct. This enduring relevance is evident across all markets, whether in the North or the Global South, where linear TV has adapted and evolved uniquely within each region.
The widespread belief that digital TV, smart TVs, streaming, and on-demand video content would completely overshadow linear TV has not materialized. Instead, linear TV continues to play a significant role in the media landscape. For instance, in the UK, over 60% of TV viewing in 2022/23 was via linear platforms, according to Ofcom. Similarly, in the US, linear TV held a 51.4% share of viewership in 2023, based on Nielsen’s data. In Nigeria, more than 70% of TV viewing still occurs through linear TV across various regions.
One important insight is that despite a perceived decline in influence, linear TV remains a major player in the advertising market. Brands must recognize and appreciate the diversity, context, and audience dynamics that continue to make linear TV influential. The continued dominance of linear TV in these markets highlights its adaptability and enduring appeal to a broad audience.
In every market we operate in, we are equipped to connect with your target audience at the right time, in the right context, and on the right platform. To learn more about how we can help you reach your audience effectively, contact us today at info@sbimediaglobal.com.
SBI Media Group possesses the extensive experience and expertise to develop strategy and marketing architecture, enabling mobile brands to achieve market and global leadership. For more information, reach us via email at info@sbimediaglobal.com.