The question is: What will media-viewing habits be like 40 years from now? We may not yet have our own personal robots to change the channel, but custom-tailored TV lineups are likely.
Considering the future of TV is not just a fun game of "what if?" The way we watch TV now is likely to shape its future. Internet users, who may become as common as TV watchers, tend to do other things while online. In fact, 70% of them already watch TV while online now.
Beyond viewing habits, tech trends may also blend TV with other media. Although the number of people in the US who get their TV via the Internet is currently low, in 40 years the potential to deliver targeted ads via IP may have changed the TV landscape radically. With TV delivered alongside the Internet, viewers are likely to be less engaged exclusively with either one.
As such, the best strategy for TV marketers is to assume that attention waxes and wanes during media usage and that full engagement is no longer a realistic expectation. Add another 50 million TV households, each consuming other media at the same time, and the need to switch expectations becomes clear.
