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Is Television moving in the right direction? A Gen Z perspective on the evolution of TV to CTV.

Article written by Cole Patterson, Sales Associate at Origin.

Foreword by Fred Godfrey

The youngest (but not newest) member of our team, Cole, may well represent one of the last 'groups' of TV consumers whose feet dip into both traditional TV and what we call TV2.0. What could be more important than understanding what they think? Could listening to them about how they feel affect the way we deliver TV and the brands who in large part fund its existence?


I was born in 2000 (you know, the same year the world was meant to meltdown in some sort of 'geddon) and grew up during a period of significant change in television. Some of my earliest television memories involve channels like Nickelodeon and Disney Channel on cable, all the while receiving DVDs from Netflix through the mail for the shows we couldn't wait to watch.

While I do occasionally find myself reminiscing about those simpler times, there's no denying the undeniable allure of Connected TV (CTV) in recent years.

One of the standout features of CTV compared to cable television, is the incredible freedom it offers. With streaming services I've had the luxury of deciding what to watch and when to watch it. No more waiting for my favorite show to air at a specific time; now it's all right at my fingertips, which perfectly suits my growing need for convenience.

Additionally, the variety of content available on CTV platforms is truly impressive, spanning from classic TV series to the latest blockbuster movies, thought-provoking documentaries to quirky cartoons. This diversity allows me to explore different genres and discover content I might have never stumbled upon during those cable TV days.

However, there's a frustrating twist in this digital development. As someone who has witnessed the changing television landscape throughout my childhood, as an adult I can now relate to the challenge of dealing with an overabundance of subscriptions. With numerous CTV services vying for our attention, each with its unique content library, it's like entering an amusement park with just a handful of tickets – you have to pick your rides wisely.

While having a plethora of options is fantastic, it can also be overwhelming at times. I often find myself scrolling endlessly through the multitude of shows and movies, unsure of where to begin. Sometimes for so long I never even select anything at all. It would be fantastic to see CTV platforms continue to refine their recommendation algorithms to make content discovery a smoother process.

Along with the shift from cable to CTV, advertising has now evolved significantly as well. With interactive and targeted ads coming through to my living room with CTV, the product has changed for the viewer.

However, there's still room for improvement. As someone who values a seamless viewing experience, I appreciate ads that seamlessly blend with the content and don't disrupt the flow. Creative and engaging advertisements that align with my interests are the ones that catch my eye.

Looking ahead, I hope that CTV platforms continue to adapt to the changing preferences of viewers like me who have witnessed the shift in television dynamics over the years. Integration with social media, more interactive features, and even more personalized content recommendations could take the CTV experience to new heights.

In summary, the transition from cable TV to CTV has brought both nostalgia and excitement. I relish the freedom, variety, and convenience of CTV, but I also grapple with the challenge of managing multiple subscriptions and content overload. As someone who has seen television change and evolve, I look forward to witnessing how the future of TV will continue to adapt to our evolving needs and preferences.


Origin is an award-winning creative technology company whose zero code CTV ad formats give marketers unparalleled creative liberty in the living room and outside the home. 

Fusing pioneering production techniques with proprietary technology and direct distribution, Origin's solutions are embraced by media agencies, brands, creative teams and programmatic platforms who understand the value of being able to deliver relevant, engaging and ‘in the moment’ ad experiences to their audience.

Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the simple belief that the time has come to challenge tradition and enrage the status quo. Learn more at


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