Broadcast TV Isn't Dead - It's Evolving. And We're Here to Help.

02/06/2025

In our latest blog, Laura Rognoni unpacks the myth of Broadcast TV's decline and shows how OpenTV ENTera is helping broadcasters and sports rights holders turn digital disruption into opportunity.

The narrative that broadcast TV is dead has gained momentum in recent years, fueled by the meteoric rise of streaming giants and the growing dominance of user-generated content platforms like TikTok and YouTube. But is this really the full picture?

Recent research from the BBC says otherwise. In the UK, 87% of people aged four and above still tune in to traditional broadcasters each month, spending an average of 137 minutes a day watching linear TV. In contrast, 78% use streaming services - but only for about 40 minutes a day. That's more than three times as much time spent with traditional broadcasters.

So why is the death of TV such a persistent myth? It's simple: people are confusing transformation with extinction. Broadcast TV is calling for a serious evolution of its offering. And with the right tools, it can not only survive, but it can thrive, against the inevitable move toward streaming and user-generated content.

Broadcast's Biggest Opportunity Is Still Ahead

In a world where entertainment options have exploded, from video games and streaming apps to TikTok clips and AI-generated content, it's remarkable how strong traditional TV has remained. Despite the competition, television continues to be one of the top time-consuming media habits in people's daily lives, as proven by recent research.

Mainly, this is because lean-back viewing still matters. People still want to sit down with high-quality content on a big screen, especially when it comes to live sports, trusted news, and culturally significant programming, areas where broadcasters and sports streamers excel. A recent report from Omdia confirms that PayTV is still growing in several regions, particularly in EMEA. That means there is opportunity. The question isn't whether broadcasters have a future the question is whether they are asking the right questions and using the right technology to compete effectively in today's drive-thru streaming world, one where content must be available any time, any place, anywhere.

Broadcasters are still capturing audiences, but the cracks are showing, particularly in the ability to monetize content, personalize user experiences, and compete with the agility of digital-first platforms. The cracks are also showing in the sports streaming world. Fans value the shared experience of live events, especially on the big screen. But fragmented apps, poor personalization, and lackluster monetization strategies are leaving rights holders exposed. Ultimately, the challenge isn't content; it's the delivery model.

Take ITV's recent multi-million-pound investment into ITVX. While impressive, not every broadcaster can afford to build a bespoke streaming service from scratch. And they shouldn't have to. The need is affordable, scalable, and integrated solutions that bring together high-quality content, cutting-edge tech, and market-leading partnerships.

Don't Miss the Shot: Why Broadcasters Are Turning to OpenTV ENTera

OpenTV ENTera is NAGRAVISION's next-generation, comprehensive streaming solution - built to give broadcasters and sports rights holders exactly what they need in today's on-demand digital media world. Designed for rapid deployment, seamless user experience, and sustainable operations, OpenTV ENTera empowers content owners to launch premium streaming services without the heavy burden of building from scratch.

It transforms traditional linear TV into a modern, interactive experience enhancing live channels with advanced discovery, personalization, real-time data overlays, multi-screen access, and seamless integration with digital-first features like time-shift, replays, and stats.

Already proven at scale with leading telcos and Pay-TV operators globally, OpenTV ENTera is now perfectly positioned to help broadcasters and sports streamers deliver the engaging experiences that audiences expect. OpenTV ENTera is more than just a streaming backend. The solution unifies live sports, news, and entertainment into a single, cohesive platform, offering everything from low latency live streams to intelligent monetization and device-wide, personalized UX. Whether you're managing thousands of concurrent streams or rolling out new interactive features, OpenTV ENTera scales effortlessly, backed by the flexibility and reliability of AWS cloud infrastructure.

What sets this solution apart is its robust ecosystem of best-in-class, fully optimized partners - including 3SS for advanced multi-screen experiences, XroadMedia for AI-powered personalization, and Bango for seamless service aggregation. Each partner is tightly aligned with the solution's architecture, ensuring smooth integration and reliable performance from day one. As a full-stack, integrated solution, OpenTV ENTera enables operators to accelerate time-to-market across live, VOD, and hybrid streaming use cases - and even extend their reach into emerging formats like short-form vertical video, powered by strategic partnerships in that space. Plus, security is baked into every layer. Backed by over 30 years of content and device protection expertise from the Kudelski Group, NAGRAVISION ensures that your content remains protected across the value chain.

This isn't just theoretical - it's very much a reality. Take Eurovision Sport, a division of the European Broadcasting Union (EBU). In 2024 they turned to NAGRAVISION to power their digital transformation, building a modern, secure, and scalable platform to stream live and on-demand sports content. The result? A powerful, flexible, and commercially agile service that meets the needs of federations, fans, and partners alik

LINK:	https://nagra.vision/newsroom/blog/broadcast-tv-isnt-dead-its-evolving...
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Broadcast TV Isn't Dead - It's Evolving. And We're Here to Help.

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