Once upon a time, watching television meant getting antennae or a cable subscription, switching on the TV, watching one’s favourite shows, and binge upon them. And of course, sitting through a slew of advertising slots throughout the shows or events on the television. Today the scenario is completely different. Apart from the traditional cable, we have smart TVs, IPTV, streaming services, VOD platforms, and together it brings a plethora of doubts and confusion. One of the biggest debates is about the emergence of FAST (free ad-supported television) and its competition with SVOD (Subscription Video-On-Demand) and which one from these will emerge victorious in the future of television. In this new world of geo-targeting advertising and more, it is worthwhile to look at these emerging features and their competition: –

The Technological Expansion

First, to understand the popularity of new ways of content consumption, we need to remember the electrifying speed with which technology is booming ahead. With unprecedented internet coverage and mobile services expansion in even the remotest areas, it is no wonder that entertainment and infotainment have become the biggest gainers. What was once limited to TV screens at home, is now available in every hand, everywhere, all the time. Obviously, this also enhances the advertising options.

The Freedom Of Choices

This technological progress brings the plethora of choices way ahead of the traditional TV setup. Viewers today have the freedom to choose content from the widest content library possible, surpassing boundaries of genres, locality, languages, and more. Netflix, Amazon Prime, Roku, Hulu, and more are household names now, with Millenials and the later generation depending on them for all their entertainment as well as infotainment needs. Moreover, these VOD platforms are creating and producing their original top-quality award-winning programs too, creating an appealing environment for those thinking about switching from cable TV. The best aspect here is that these Subscription-based VOD platforms provide an ad-free experience, a favorite of the younger generations with a thirst for content but no patience for advertising.

The Wallet Flexibility

However, the story gets a bit complicated here. While most youngsters are happy with SVOD setup, recent years have also seen the emergence of FAST i.e. free content with targeted advertising. Free ad-supported TV is a reality today, and it is confusing that why would anyone agree to see ads when an ad-free experience is available. The truth is that nobody possesses an unlimited wallet. The commitment to pay a subscription fee in return for quality programming will go only a little way before most people want to try out new platforms or streaming services for free in exchange for limited ads.

The Future Of Targeted Advertising 

Websites such as YouTube already offer specific advertising and its subscriber base is increasing. This is acceptable to most people rather than the generic traditional advertising process, as they get useful information while watching their favorite shows or videos. Targeted advertising is the future, with shorter and less frequent ads, and special deals or discounts for appealing to the viewers. This means that viewers will keep certain SVOD platforms close while checking out multiple FAST avenues too.

Conclusion

As geo-targeting advertising, dynamic ads, and other features become commonplace, the basic truth emerges-that the future of content consumption is going to see a hybrid of FAST, as well as SVOD, co-exist in harmony.