The 2010s brought enormous change to the way consumers discover and watch content. As we begin the 2020s, more change seems inevitable—but how much, and how fast?

At the National Association of Television Program Executives conference (NATPE), which took place from Jan. 21 to 23 in Miami, TV programmers and industry professionals discussed their strategies for reaching consumers wherever they are and adapting their content approach to match consumer behavior.

“The great thing about being content creators is that you have the flexibility to create all of the different models that you want,” says JC Acosta, President of ViacomCBS Networks Americas.

Acosta, along with many other executives, reaches consumers with a multi-pronged approach that includes long-form, short-form, streaming, and linear content. “There are so many variations of what we can do,” he says.

Some experts are certain that live TV and linear will remain strong, while others are placing their bets on short-form, digital content to reach younger generations.

In advance of NATPE, the ViacomCBS Newsroom asked several experts where they see the future of TV and what content trends are ahead in 2020. Here’s what they had to say:

On the future of content: It’s not going to be about creating great “television” so much as great content since the way people are watching television is constantly evolving.  No matter what platform viewers are watching on, the best content will always rise to the top and find an audience whether it is in a traditional series format or shorter bites.

The content trends on the horizon: One continuing trend is broadcasters doubling down on live programming and stunts—whether it be sports or live episodes of a TV series or a special event like prime-time Jeopardy!—to attract viewers in real-time. That’s something we have always taken advantage of in first-run syndication, where most of our shows are topical and watched in real-time as appointment television. So we see a real opportunity for more of that type of programming.
The content trends on the horizon: As our industry is rapidly evolving, there are certainly trends that we are all experiencing—and it will be great to come together with other market leaders to discuss the different approaches. One undeniable trend is the change in consumer behavior around when, where, and how people are consuming content. This means that as media organizations, we must also adapt to serve new audiences. Something that is particularly front of mind for television stations is the intersection of linear and digital.

On the streaming wars: Quality content will always prevail, but experimentation in the tone and style of next-generation storytelling is a key to our success. Subjects and characters being the core of a story versus a presenter sharing a story is a trend that appears to be resonating with consumers.

Panel: “How TV Stations and Syndicators Are Building Digital Content Brands” on Jan. 22 at 4:30 p.m.

On VDSI's strategy: Our mission is to make great platform-specific content that connects with younger audiences, and with that, build loyalty to our brands everywhere our content is being consumed.

On the future of content: I think platforms like Quibi that are treating short form as a premium environment is really exciting. Because it’s saying that ‘Hey, these shorter viewing sessions are a great opportunity for users to engage and enjoy a story, to learn about a new property, to be introduced to talent.’ I think that some of the pushes that ViacomCBS is doing on the mobile side— and with partnerships such as T-Mobile in the US and other mobile operators around the world  — provide tremendous opportunities for our content to reach new audiences.

Panel: “All The World’s A Stream 2020” on Jan. 21 at 10:30 a.m.

On the future of content: The need for live content will not go away any time soon. No matter how much people want to have VOD content and bingeable series, we expect our news and information—from politics to sports to weather—in real-time. I think the winner of the content wars will be able to harness both best-in-class VOD content AND live information on-demand.

The trends she expects from NATPE: I hope to hear at NATPE a continuation of the theme at CES, which was the future of AI. I’d like to hear more about how companies are planning to use AI to super-serve audiences and transform what has sometimes been considered “utility programming,” like news and weather.

Panel: “Engaging Consumers with The Weather Channel Technology” on Jan. 22 at 2 p.m.

Shultz on the future of TV: The media market is already fragmenting and there’s every reason to believe that trend will continue. Consumers will have more content choices and the market will continue to segment based on price point with offerings from big bundle to free. Content and distribution will continue to converge and the smart content players will have positioned themselves to own distribution to some degree. Witness ViacomCBS/Pluto.

Kuessner’s 2020 trend predictions:  Exactly one year ago, Viacom announced the acquisition of Pluto TV on the opening day of NATPE in Miami. Jeff and I will never forget being the talk of the town for the week. At the time, the broad trend of OTT streaming—together with related trends like connected TV usage, dynamic video advertising, and global multi-platform distribution—were already well underway. But the Pluto acquisition seemed to cause a bit of an earthquake amongst the NATPE crowd that week. Now a year later, the trends are undeniable and we can be sure that streaming distribution, and AVOD in particular, will be a hot topic at the show.

Kuessner on the content that will reign supreme: We see frequent and extremely long engagement with our long-form, linear viewing experience. Surely consumers will fill their days with all kinds of content—video/social, short/long—but we’re confident in the long-form, lean-back experience of Pluto TV. And, of course, regardless of format, we know that good storytelling will reign supreme.

Panel: “A Conversation With Pluto TV” on Jan. 21 at 12 p.m.
On international strategy: If there's one thing that’s for sure, it’s that every model and every decision is different. It's a buyer's market. There are so many variations of what we can do. So, the great thing about being content creators is that you have the flexibility to create all of the different models that you want.

Content trends for 2020: When it comes to our partners, we’re finding there is an opportunity for Young Adult, which we are heavily focused on, and more dramedies. We're looking at doing movies, potentially movies just for SVOD and OTT platforms. We're looking at doing limited series. Given the investment that it takes to do a long series of long episode orders, they are a good value. They're also talking about can we do limited series, can we do, you know, a trilogy movie?

The future of TV: The future of TV is an exciting one, and there has never been a more creative time where the audience has so many options to choose from. Ultimately, quality reigns supreme. Audiences connect with authentic personalities and, on Food Network, trust that our experts bring a value and a take away to all of our content, so we are always looking at creative through a layered lens.  As content creators and storytellers, it’s a challenge to be one of the first-choice options for the audience to connect with and consume...There is a new permission to take risks with so many other players entering the lane.

Panel: “What Do Viewers Want in 2020: Cable Content” on Jan. 21 at 11:45 a.m.

The next iteration of TV: Even more content and even more options for consumers. We’ve entered the age of choice. To be a winning player, you don’t need to capture the largest share of the market, you just need to capture the hearts and minds of your own corner of it.

Questions going in to NATPE: How do you make great television during an age when resources are spread thin and there are so many entertainment options? How do you break through the noise and reach your particular audience?

Untapped potential: There are many consumers whose interests aren’t widely being served, particularly young people, surprisingly. This is an audience that is passionate about issues that affect them. There remains tremendous potential in this space to reach a highly engaged audience and simultaneously encourage positive change in our society. We just have to find the right way to do it, and then be brave enough to take the necessary steps.

Panel: “What the World is Watching: Global Formats - presented by FRAPA” on Jan. 21 at 11 a.m.