The Enduring Power of Traditional TV: A Media Landscape Analysis
The evolving media consumption habits of audiences were a central theme at the recent Media & Telecoms 2025 & Beyond Conference in London, hosted by Deloitte and Enders Analysis. while much discussion focused on the rise of streaming, a surprising consensus emerged regarding the continued dominance of free-to-air television. Industry leaders from major players like The Walt Disney Co., YouTube, and ITV weighed in on the dynamic relationship between traditional broadcasting and the burgeoning world of on-demand video.
Free-to-Air TV Remains a Key Aggregator
A key revelation came from a Disney executive, who highlighted the significant role free-to-air channels continue to play in European markets. Despite the global expansion of streaming services, these channels still command the largest viewership, boast the moast popular programming, and maintain the most substantial production budgets. This isn’t simply a matter of legacy; it’s a current reality. Recent data from Ofcom in the UK,for example,shows that traditional TV still accounts for over 40% of viewing time among adults,considerably outpacing streaming platforms on a daily basis.
Disney itself actively participates in this ecosystem, operating linear channels in 28 European countries. The executive emphasized the importance of collaboration, stating that Disney both licenses content to and from free-to-air broadcasters, and actively pursues co-production agreements with them. This strategic approach acknowledges the power of these established networks to reach vast audiences.
A Symbiotic Relationship: licensing and Co-Production
The benefits of this partnership are mutual. Disney benefits from the reach of free-to-air channels, while broadcasters gain access to high-quality content. In some markets, like Spain and the Nordic countries, free-to-air platforms even serve as distribution channels for Disney+, demonstrating a willingness to embrace and promote direct-to-consumer services. Furthermore,the executive pointed to the success of original content originating from free-to-air partnerships,citing hits like Shōgun and rivals on Disney+ as prime examples. This suggests a fruitful synergy where traditional broadcasting can act as a proving ground for concepts that then flourish on streaming platforms.
The Broader Media Ecosystem
The conference wasn’t solely focused on Disney’s outlook. Representatives from other industry giants, including the BBC, Netflix, Sky, and Sky Studios, also contributed to the discussion. Alison Lomax, Managing Director of youtube U.K. & ireland, and Kevin Lygo, Managing Director of Media & Entertainment at ITV, offered further insights into the evolving landscape. The overall takeaway was a recognition that the media world isn’t a zero-sum game. Instead, it’s a complex ecosystem where different platforms coexist and, increasingly, collaborate.The continued relevance of free-to-air television isn’t about resisting change, but about acknowledging the enduring power of established networks to connect with audiences and contribute to a vibrant and diverse media landscape.