• by Megan Boveri , 6 hours ago

Once upon a time, “television” meant a specific device, a fixed schedule, and a handful of networks. Today, that definition has completely unraveled. For younger audiences, YouTube, TikTok, Twitch, Hulu, and ESPN are all just…TV. They don’t see the lines between linear, streaming, and digital video -- and frankly, neither should we. As marketers, it’s time to catch up with the consumer.

The Great Convergence

The industry loves to talk about the “future of TV,” but in reality, that future has already arrived. The true story is convergence -- the merging of linear and streaming into one continuous video ecosystem. With AVOD platforms gaining ground and live sports migrating to streaming, linear and digital television are quickly becoming indistinguishable.

Consumers already see all of it as “television.” It’s the marketing industry that’s clinging to old distinctions that no longer serve us. The future of planning and buying lies in unified video strategies, where content, not delivery method, defines the medium.

Unified Planning and Measurement

The hardest part of convergence isn’t consumer adoption -- it’s measurement. The challenge is clear: we’re trying to evaluate holistic video performance using metrics built for siloed channels. GRPs don’t translate neatly into impressions, and impressions don’t always translate into outcomes.

One way -- which we’ve done -- is by establishing a common measurement framework across linear and streaming. This provides us with the ability to evaluate all video tactics through a unified lens, using equitable KPIs and data-driven insights.

Ultimately, it’s about optimizing to performance, not platform. Whether you’re buying traditional linear or programmatic streaming, the business outcome is what matters most.

From Buys to Outcomes

The buying landscape is shifting toward a world where everything is addressable, measurable, and data-driven. Technologies like iSpot and VideoAmp are helping us connect linear impressions with digital or in-store outcomes, while AI-powered optimization is emerging as the next frontier, enabling real-time decisioning across every channel, including traditional broadcast.

This evolution is redefining what “success” looks like. We’re moving from GRPs and impressions to outcome guarantees, and from volume-based media deals to those built on value and results. In this new paradigm, flexibility and accountability will matter far more than scale. The future will see unified negotiations across linear and digital, pricing standardization, and an emphasis on business outcomes -- not GRPs.

By integrating iSpot pixels into both linear and streaming activations, we can attribute web visits and purchases directly to specific video placements.

This unified attribution allows us to optimize holistically across all touchpoints -- from network and program selection in linear to inventory and audience segmentation in streaming, bridging the gap between traditional and digital performance measurement.

What’s Next: A Unified Video Future

Looking ahead, the line between “linear” and “streaming” will dissolve completely. We’ll no longer buy or plan separately for each.  It will simply be television, powered by unified measurement, addressable targeting, and outcome-based optimization.

For brands and agencies, success will depend on how quickly we adapt our operations, technology, and mindset to match where consumers already are. The future of TV isn’t about replacing one format with another, but   about finally thinking about video the way viewers do: as one seamless, connected experience.