Why traditional TV is fading & how to adapt your advertising to the future with CTV

Remember when watching TV meant flipping through channels, sitting through ads, and waiting for your show at a fixed time? Those days feel like a relic now. Viewers moved on, and advertisers had to catch up. Traditional TV is no longer the only option. CTV has taken over, offering advertisers new ways to reach audiences precisely, track performance, and optimize in real time. 

Is your advertising strategy ready for the future? Learn how to adapt your advertising strategy to reach your target audience effectively with CTV.

The shift from traditional TV to CTV

In less than a decade, CTV has rapidly transformed the global media landscape as viewers shift away from traditional linear TV to on-demand experiences. In the United States, 79% of TV households now own at least one smart TV, signaling widespread adoption^[1], while Mexico’s adoption rate surpasses even the U.S. ^[2]

CTV is on the rise everywhere, with some markets seeing big jumps. CTV's rapid expansion, especially in markets like Brazil, Mexico, and India, is forcing advertisers to rethink their approach. According to Comscore, India led the way with a 21% YoY surge in 2024, reaching 96M users, showing just how CTV usage is taking over. Italy (+8%), Germany (+5%), and Argentina (+5%) also saw strong growth, while Canada (+5%) and France (+3%) kept climbing steadily. In Latin America, Brazil (89M) and Mexico (38M) continue to be major players.^[3] 

Will the trend slow down? Not anytime soon. In the U.S. streaming keeps growing, hitting 40.3% of TV usage in June 2024^[4], its highest share yet. While YouTube achieved a new high, accounting for 9.9% of total TV usage, Disney+ and Netflix surged with a growth of 14.8% and 11.8%, respectively^[4]. FAST (Free Ad-Supported Streaming TV) and Broadcaster Video on Demand (BVOD) channels are booming.

While linear TV viewership declined by 30% over the past five years, the UK's main BVOD - Channel 4 - boasts 29 million registered users^[5] . In France, while traditional TV has seen a steady 8% decline, TF1+ thrives, attracting 4.1 million daily streamers in February 2025^[6]. Why is this relevant? Because BVOD is traditional TV having an identity crisis. 

Some would deem it hilarious to watch. For decades, broadcasters made us wait for scheduled programming, sit through ad breaks, and accept that if we missed a show, well, too bad. But now? Channels that once resisted streaming are now offering on-demand content, letting you watch whenever you want: on smart TVs, phones, or even fridges (because why not?). It’s like your strict old-school teacher suddenly showing up dancing on TikTok.

Traditional TV spent years pretending it wasn’t losing ground to streaming, only to turn around and become a streaming service itself. As audiences move to flexible experiences, BVOD proves that even legacy broadcasters must evolve or risk being left behind. These trends show how crucial it is for advertisers to rethink their strategies. The old TV playbook doesn’t work anymore. Let’s break down why and what advertisers need to do to thrive in this new era.

What’s different about CTV advertising?

Viewers now control what, when, and how they watch. Advertisers need to adjust by prioritizing audience-first strategies over traditional mass-reach models.

CTV advertising is turning what was once a broad, one-size-fits-all approach into a dynamic, data-driven powerhouse. The table below breaks down how: 

So, what’s the game plan?

Unlike traditional TV, where success was measured in vague GRPs (Gross Rating Points), CTV gives marketers real data, actionable insights, and the ability to connect TV exposure to real business outcomes. You can’t just repurpose your TV ads. You’ll need to rethink them entirely. CTV requires a shift in mindset. 

📺 Think audience-first: Move beyond basic demographics and target based on location, interests, and intent. Don’t be shy about using third-party audiences for advanced targeting. 

📺 Use programmatic buying and A/B test: Prepare more than one ad and optimize campaigns dynamically, adjusting in real-time based on performance.

📺 Measure beyond impressions: True understanding of your TV advertising impact is at your fingertips. Do not miss tracking conversions, store visits, or brand lift to understand the return on investment. 

The key takeaway? Treat CTV as more than just another screen. It’s a performance channel with measurable results.

The real opportunity of CTV advertising with mediasmart

CTV isn’t just a branding tool, it enables: 

📺 Data-driven targeting: Reach the right audience at the right time, based on household information. 
📺 Cross-screen synchronization: Connect TV exposure to other screens, using technology such as CTV Household sync.
📺 Cross-screen attribution: measure CTV impact in user actions such as app marketing, or web conversions. 
📺 Offline attribution: Track if TV ads bring in-store visits, and people walking to advertised stores.
📺 Optimization in real-time: No more "air it and hope for the best”.

With this level of insight, advertisers can move beyond impressions and start measuring true impact. At mediasmart, we believe CTV measurement should prove real-world performance, not just deliver views.

Enhance performance with real-time optimization and track the consumer journey from CTV to mobile to in-store visits. Gain transparency and control through self-serve analytics and connect CTV exposure to real-world actions with cross-screen attribution.
The old way of TV advertising is fading. CTV is the future, but only if you measure it right.

Ready to move beyond views and track real impact? Let’s talk.

Sources 

1. Penetration of streaming media player and smart TV in the U.S. 2021-2024 | Statista 
2. Global rise of CTV - Comscore, Inc.
3. 2024 Year in Review: Setting the Stage for 2025 - India Edition - Comscore, Inc.
4. The Highest Share of TV Usage in the History of Nielsen’s The Gauge 
5. The CTV advertising guide 2024, Video Week
6. February 2025 Audiences, TF1 PR