Gartner Research

Coming Unbundled — Why the TV Industry Will End Up Like the Music Industry

Published: 21 January 2014

ID: G00259252

Analyst(s): Mike McGuire


Consumers' control of their content experiences — from music to movies — is merging with other market forces to create a perfect opportunity for large-scale change of the broadcast and pay-TV markets.

Table Of Contents
  • Impacts


  • Unbundling: From Paying for Hundreds of Channels to Watch to Paying for What the Consumer Watches
    • What Happened to Music and What Could Happen to TV
    • Unbundling: A Quick Snapshot

Impacts and Recommendations

  • Consumers increasingly expect an on-demand experience when it comes to TV — with the exception of live sports — which is driving revisions in how broadcasters make programming available
  • The specter of "Aereo-like" services for free-to-air broadcasts threaten to shake the foundation of broadcast TV economics — to the advantage of cable/satellite MVPDs and over-the-top alternatives
  • Programmatic advertising technologies and techniques, including advanced targeting strategies developed for the Web, are poised to remake the TV ad markets, which will impact the overall TV industry

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