By Andy Fuller
The way we consume content on our televisions is in the midst of a revolution; one accelerated by the onset of COVID-19. People find entertainment via new channels outside of traditional linear or cable formats. In fact, Samsung has found that in Europe, linear television is making up a smaller and smaller proportion of people’s total TV viewing. Meanwhile, between 2013 and 2019, the number of people watching television offline dropped from 98% to 86% in the Middle East and North Africa (Mena).
Reaching audiences engaging with TV mostly via video on demand (VOD) means that brands have to rethink their entire approach to TV advertising. They must account for changin
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