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In 2020, the TV industry saw several years of disruption and innovation compressed into just a few short months. Nowhere was this more apparent than the television advertising arena.

A staggering 27 percent of consumers, for instance, said they intend to ditch their cable subscriptions this year, up from 15 percent in 2020. This exodus also isn’t being driven by just millennials or so-called digital natives: More than 20 percent of those 55 and older said they intend to end their relationship with cable in 2021, a significant upswing from the 8 percent who made similar remarks last year.

Such as the extent of this shift that advertisers can now reach more US households via connected, streaming TV than via traditional, linear TV. And many of them are embracing the opportunity to rethink decades-old TV ad processes, such as the “upfront” ad buying model, the 30-second ad-spot, and TV targeting and measurement.

These findings are just a sample of The Trade Desk’s latest Future of TV report -- conducted in partnership with YouGov and Advertiser Perceptions -- which surveyed both consumers and decision makers at leading agencies and brands.

Download our white paper The Future of TV Report: The CTV Tipping Point, to dig deeper into some of our key findings and analysis.


Download The Future of TV Report:

Future of TV