It is a revealing paradox. By 2030, in a fragmented media landscape dominated by algorithms, a medium considered traditional will emerge as the most modern: television. Far from being outdated, it is reinventing itself to become the cornerstone of an effective media strategy, combining power, precision and trust.

The revolution of a hybrid ecosystem is underway. Today’s television is no longer just a family screen. It has transformed into a sophisticated ecosystem that combines several complementary strengths.

Linear television guarantees massive, instantaneous coverage, reaching 80% of French people every week through France TV channels. This unique ability to bring people together on a massive scale is invaluable and comes into its own during major sporting, cultural or civic events.

Streaming and replay respond to new on-demand consumption habits. Our france.tv platform, the leader for ten consecutive months, had 46.6 million unique visitors in September, with a reach of 74% among those aged 4 and over.

Technological innovations are transforming power into precision: segmented TV allows for household-by-household targeting, while programmatic advertising brings agility and optimisation. First-party data, collected in a secure environment, offers unprecedented precision to a historically mass medium.

CTV, catalyst for a new era

With 84% of French people equipped with connected TVs, we are witnessing a paradigm shift. The figures in the United States speak for themselves: the CTV advertising market has grown from $4 billion to $30 billion in five years. In France, nearly 40 million people regularly consume streaming content.

This evolution is redefining media strategy: success is no longer measured solely by linear audience, but by the number of contacts across all environments.

Augmented television: power and responsibility

France Télévisions embodies this change by shifting its centre of gravity from linear to digital. Its offering is enriched by strategic partnerships with Arte, INA, TV5 Monde, Mieux, Brut, Prime Video and YouTube, to meet audiences where they are.

This ‘augmented television’ combines unique strengths in a saturated media landscape:

• Impact: the ability to reach a massive audience instantly.
• Precision: refined targeting thanks to data and programmatic technologies.
• Trust: a premium, brand-safe and reliable editorial environment.
• Contextualisation: high-quality content supported by a controlled editorial line.

Towards intelligent advertising

It is not a question of returning to ‘all TV’, but of reaffirming the central place that television can occupy in a modern media strategy. In a world where attention is the scarcest commodity, where trust is eroding and where performance is scrutinised, television offers a unique balance between desirability, responsibility and effectiveness.

The question is no longer whether television has a place in the future, but how to harness its full potential to build more useful, sustainable and effective advertising.

What if the media of the future… was television? French television is undergoing an unprecedented transformation that is making it the most modern and effective media in our media landscape.