The Death of TV: How X Could Be the Final Nail in the Coffin

X recently launched a TV app, and it might mark the end of TV as we know it. For decades, TV has been the undisputed medium for entertainment, news, and sports. But its grip is slipping, and X might just accelerate the fall.

News and Sports: TV’s Last Stands

TV has already lost the entertainment battle to streaming giants like Netflix and Amazon. Platforms that offer on-demand, ad-free content have rendered traditional television programming obsolete.? In news, the fight is ongoing but tilting in favor of social media. X, with its real-time news reporting and interactions, has emerged as a dominant player. Recent ratings suggest TV is hemorrhaging viewers to platforms like X, which excel in immediacy and engagement.

Yet, live sports remain the stronghold of traditional TV. Despite stagnant user experiences and an overload of ad breaks, sports broadcasts keep TV afloat. But what if X transforms into the world’s digital stadium? As @Linda Yaccarino suggested, it’s a real possibility. Unlike some competitors, X has the unique blend of tenacity, vision, and strategic genius required to create a digital sports ecosystem that merges technology, creativity, and community.

The Economics of TV vs. Digital Advertising

Global TV ad spending is projected to hit $153 billion in 2024, with 40% of that tied to sports. Meanwhile, total global ad spending, digital and non-digital, is approaching $1 trillion in 2024. Four companies - Google, Meta, Amazon, and TikTok are set to capture half of this market, leaving TV’s share on a further declining path ($250Bn, $160Bn, $60Bn, $40Bn respectively). If X successfully builds its digital stadium, it could join this elite club of advertising powerhouses, drawing marketers seeking precise audience targeting and real-time interactivity.

X’s Early Moves and the Case for a Digital Stadium

X already has a thriving digital townsquare where conversations are held in realtime. Its new TV app, combining live and on-demand video with simultaneous online interaction, is a prototype for a modern sports-watching experience. Imagine watching a live FIFA World Cup match, while chatting with fans worldwide, and experiencing each moment collectively. That’s what X can offer - a social, immersive, and seamless experience that TV cannot replicate, nor can other online platforms like Amazon, which has been quietly securing sports broadcast deals.

However, challenges remain. Technology isn’t the primary hurdle; X has proven it can build. Even we built NFL live games-watching experience at Yahoo for one season. The real barriers lie in broadcast rights, advertising agreements, licensing complexities, and the need to scale without incurring prohibitive costs. Consider FIFA’s 2022 World Cup, which has 211 member countries, generated $2.9 billion in TV rights revenue. The NFL charges $2 billion annually for non-exclusive US rights, while the NBA averages $2.5 billion per year. X must navigate these financial and legal complexities while delivering an unparalleled user experience.

Revolutionizing Sports Advertising

Sports programming accounts for nearly 40% of U.S. national TV ad spending, or $27 billion in 2024. For X, monetizing sports is straightforward in theory but requires strategic execution. Linear 15 and 30-seconds ads during commercial breaks, overlay ads that don’t disrupt experience, real-time dynamic optimizations and seamless integrations into live content are all crucial parts. Contrary to the perception that TV ads are for the upper funnel, they are important across the entire marketing funnel. In previous roles, I’ve built Connected TV ad formats that optimized for brand lift as well as for performance KPIs like visits to website, physical stores and return on ad spend; X can and must do the same.

The Entertainment and News Fronts

In entertainment, TV has already lost. Streaming platforms dominate with advanced interactivity and better audience and content addressability. Netflix and Amazon, with their massive subscriber bases, are poised to shift significant ad dollars away from TV as they expand their advertising offerings (Netflix has 85Mn subscribers in US/Canada, and Amazon PV has 164Mn in US).

News is also slipping away. Social media platforms, particularly X, empower consumer journalism and amplify real-time reporting. Unlike TV’s one-way dissemination, X facilitates dialogue, challenges narratives, and verifies information through features like Community Notes. While misinformation remains a concern, X’s speed and interactivity give it a decisive edge over legacy media.

X’s Advertising Conundrum

Despite its potential, X has struggled to attract advertisers. Its past strategy relied on top-of-funnel advertising, which prioritizes reach and brand lift, but doesn’t inspire performance-driven large, medium and small marketers. To succeed, X must pivot to lower-funnel advertising that emphasizes measurable outcomes like app downloads, acquisition cost and Return on ad spend. Platforms like Facebook, Instagram, and TikTok thrive on this model, and X can too with the right approach. We made that transition at Yahoo years ago, and I scaled that business as my last assignment there.

The Road Ahead

X’s TV app is a bold step toward redefining how we consume live sports and media. But ambition alone won’t suffice. The path forward requires relentless innovation, strategic partnerships, and flawless execution. X has the potential to become a transformative force in the media landscape, capturing a larger share of the advertising pie and redefining user engagement.

As the world moves further into digital ecosystems, the question isn’t whether TV will die - it’s when. And X, with its audacious vision and evolving capabilities, may well be the one to deliver the final blow. The stage is set; the world is watching.