At this year’s Emmy Awards, Hulu made a significant breakthrough by winning five major awards in the drama category for its original series *The Maid’s Story*, including Best Actress, Best Supporting Actress, Best Screenwriter, Best Director, and Best Episode. This impressive achievement marks a milestone for online video platforms and highlights Hulu’s growing influence in the entertainment industry. As the first streaming service to win such prestigious drama awards, Hulu has broken the long-standing dominance of traditional TV networks, a trend that began when Netflix won an Emmy in 2013.
The rise of online video platforms is reshaping media consumption habits. According to eMarketer, by 2020, the U.S. will have over 200 million smart TV users. Jeff Green, CEO of The Trade Desk, emphasizes that smart TV is one of the biggest transformations in the media industry. He notes that the pressure from online video services is forcing traditional media to rethink their advertising strategies. With more high-quality content moving online, TV is increasingly relying on ads to sustain its business model. This shift leads to more targeted, fewer, and more effective advertisements—enhancing the viewer experience while improving ad relevance.
Green believes that the most promising aspect of smart TV is its ability to deliver personalized ads. Unlike traditional methods like Super Bowl ads or banner placements, smart TVs can track user behavior and adjust ad content accordingly. Even major events like the Super Bowl are now available on streaming platforms, showing how quickly the landscape is changing.
Despite the focus on on-demand services, many overlook the impact of monetized TV. Green points out that the media industry’s transformation isn’t just about technology—it’s also driven by capital and consumer demand for personalized content. As viewers seek tailored experiences, they’re willing to pay for quality programming, which is pushing the TV industry toward a more sustainable future.
Disney’s recent move into streaming, alongside its ESPN division, illustrates this shift. No major media company today can ignore the need for a strategic advertising approach. High-quality content remains the engine driving new revenue streams in the television industry.
The Trade Desk is helping advertisers target smart TV audiences using data-driven strategies. By leveraging first-party and third-party data, they can measure ad effectiveness across both digital and traditional platforms. This allows for better audience segmentation and more precise ad placement. With each smart TV having a unique ID, advertisers can now reach specific households with greater accuracy, avoiding ad fatigue and ensuring a more integrated experience.
As the TV industry evolves, the transition to smart TV is creating a more efficient and effective advertising ecosystem. Advertisers can now measure campaign performance in real-time, leading to better ROI and more engaging content. This shift is enabling high-quality programming to thrive and continue evolving.
With so many channels and platforms competing for attention, the fragmentation of media resources has made it harder for brands to connect with consumers. However, companies like The Trade Desk are helping brands navigate this complex landscape by offering transparency and data-driven insights. Their independence from any single platform gives them a unique advantage in the market.
In summary, the evolution of smart TV and online streaming is redefining how content is created, distributed, and monetized. As the industry continues to adapt, the future of television looks more connected, personalized, and innovative than ever before.
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