In today’s fast-changing digital media landscape, both news and entertainment publishers are at a turning point.

For many news publishers, connected TV (CTV) and free ad-supported streaming TV (FAST) are still uncharted territory. On the other hand, entertainment publishers with established streaming apps are realising that relying on a single platform isn’t enough. To stay ahead, they need to find new ways to distribute their content and reach audiences where they actually spend their time.

Simply put, original, high-impact content is no longer just a nice-to-have; it’s a must for driving engagement and revenue.

Consumer behaviour has shifted dramatically over the past few years. Traditional linear TV is losing ground to streaming services, social platforms, and on-demand content. A recent study in The Guardian found less than half of young people in the United Kingdom watch live TV weekly — proof that audiences are moving elsewhere.

For news publishers, this should be a wake-up call. The opportunity isn’t just about getting content onto CTV and FAST channels; it’s about reshaping how they tell stories in a way that fits these platforms. Viewers expect content that’s immediate, interactive, and personalised, and the publishers who figure out how to deliver on this will be in a much stronger position to attract audiences and advertisers.

According to AdExchanger, brands are actively looking for premium, brand-safe environments with strong engagement. This means publishers investing in original, high-quality video content have a real advantage. Advertisers will pay more for placements in trusted, well-produced content, especially if it keeps viewers watching longer.

Meanwhile, entertainment publishers with their proprietary apps are realising that having a standalone streaming service is just one piece of the puzzle. They’re expanding their reach by launching additional channels and experimenting with new content formats.

A great example is Pluto TV, ViacomCBS’s FAST channel, which has built a massive audience and strong ad revenue by making free, ad-supported content more accessible. NBCUniversal’s Peacock is another case study. It mixes on-demand and live programming to engage different types of viewers, which has helped drive adoption.

Looking at the bigger picture, Statista predicts major growth in digital video ad spending over the next few years.

The takeaway? Having premium, original content gives publishers an edge, whether they’re in news or entertainment. It’s not just about expanding distribution; it’s about positioning themselves as key players in an increasingly competitive video ecosystem. Content that’s unique, relevant, and well-produced keeps audiences engaged, which in turn makes it more valuable for advertisers.

Beyond reach, new platforms like CTV and FAST also open the door to new content experiences. Publishers can experiment with interactive formats, shoppable content, and live community-driven streams. Features like real-time data collection and personalised ad delivery mean viewers aren’t just watching passively, they’re engaging in ways that create more value for both publishers and advertisers.

The future of media isn’t about sticking to one platform or one type of distribution. It’s about being flexible, creative, and constantly looking for ways to innovate.

For news publishers, that might mean launching CTV channels or experimenting with short-form news content optimised for streaming. For entertainment publishers, it could be expanding beyond their own apps and building new content experiences across multiple platforms.

Either way, success will come to those who recognise audiences are in control, and the best way to reach them is by offering high-quality, original content where they already are.

If you’re a news publisher looking to expand into CTV and FAST or an entertainment brand wanting to grow beyond your existing app, the time to act is now. The opportunity is there, and those who move first will be in the strongest position to win in the digital video space.

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