Context
In February 2019, Ebiquity published TV at the Tipping Point, an evidence-based analysis of how shrinking linear TV audiences were affecting brands looking to build reach – a cornerstone of brand building.1 The study found that, while TV remains the go-to advertising medium to deliver mass audiences at scale, many people – particularly younger viewers – are replacing linear TV with online video, as well as broadcaster and subscription video-on-demand (BVOD and SVOD) services.
What’s more, TV at the Tipping Pointestablished that all audiences under the age of 55 are shifting viewing behaviour...