Total TV: Why Breaking Down Streaming And Linear Silos Is Finally Starting To Happen
For years now, we've been talking about how the division between linear and streaming TV makes no sense from a viewer's perspective. After all, when people sit down to watch television, they're not thinking "Now I'm going to watch some linear" or "Time for my streaming."
They're just watching TV.
A new report from TVREV, Smashing the Silo Barrier: How Total TV Is Revolutionizing Ad Sales looks at how broadcasters are finally catching up to this reality through what's known as Total TV - a unified approach to ad sales that treats inventory based on its value rather than its delivery method.
The concept is actually pretty straightforward: instead of having separate teams selling linear and streaming inventory, broadcasters are starting to look at their inventory in terms of premium and non-premium placement. Premium inventory - think live sports, top-rated shows, special events - gets sold directly to maximize revenue. Everything else gets automated to improve efficiency.
What's interesting is that this isn't just theoretical anymore. Sky Media in the UK has been doing this for several years now, and the results are impressive. They've gone from processing a million ad spots annually to handling ten million with the same staff. That's the kind of efficiency gain that gets people's attention.
The Nordic markets have been equally innovative, particularly in measurement. They've figured out how to track audiences across platforms in a way that makes sense to both broadcasters and advertisers. Australia's Seven Network has also jumped in, implementing a unified system that's helping them compete more effectively in a fragmented market.
So why isn't this happening faster in the U.S.? Well, it's complicated. Our market is more fragmented, our legacy systems are more entrenched, and there's a fair bit of resistance from various players who are comfortable with the status quo. But the pressure to change is building.
The numbers tell the story: linear TV advertising revenue is projected to decline by 3.4% globally in 2025, while streaming TV ad spending is expected to grow by 19.3%. In the U.S., streaming will account for 35.8% of total TV ad revenue by 2025 and will surpass linear by 2029. And those trends are not going backwards.
What's particularly compelling about Total TV is that it's not just about efficiency. It's about recognizing that the artificial divide between linear and streaming is actually leaving money on the table. When you can offer advertisers seamless access to audiences across all platforms, you're providing more value and opening up new revenue opportunities.
The challenges aren't trivial. Beyond the technical hurdles of integrating different systems, there are cultural barriers to break down, measurement gaps to fill, and agency resistance to overcome. But the broadcasters who've made the leap are showing that it's not just possible - it's profitable.
Looking ahead, it's becoming clear that Total TV isn't just an option - it's increasingly looking like the future of television advertising. The question isn't really if broadcasters will make this transition, but rather when and how they'll do it.
You can check out the full report to get the complete picture, including detailed case studies, implementation strategies, and solutions to common challenges.
It’s a free download thanks to sponsor Imagine Communications.
