In this context, the term „tv app” has become essential in the audiovisual content distribution strategy. Major media trusts and cable operators have developed their own apps for smart TV, mobile or desktop and offer instant access to content libraries, pause/replay functions, recommendations based on AI algorithms and viewing on multiple devices simultaneously. This flexibility fundamentally changed the paradigm of consumption and made the transition from the “TV is the center of the home” model to “content follows me everywhere”.
What is the situation in Romania and Europe
In Romania, the rapid adoption of technology without the complete abandonment of classic television is notable. 49% of urban Internet users have a subscription to a streaming service, and 77% watch content through a Smart TV, a sign that the access method has modernized even if the main screen remains that of the TV. Another local peculiarity is the fact that approximately 45% of Romanians still prefer television for news consumption, which confirms the strategic role of classical television in information areas, even if entertainment migrates dominantly to digital.
On the other hand, in Europe, traditional television continues to represent a major pillar of media consumption, with an average of around 3 hours and 13 minutes watched daily in 2024, while up to 70% of users own TV devices connected to the Internet, which indicates an accelerated transition to the digital environment. The data shows that 78% of European households have at least one subscription to a streaming service, and almost half use it three or more VOD platforms, while linear TV still holds up to 60–70% of total video content consumption in some countries.
What are the benefits of digital television
A comparative analysis between classic television and digital platforms highlights three major differentiators:
Control over content. While linear television dictates the schedule, apps offer on-demand access, customization and the ability to watch consecutive episodes (binge-watching).
Multi-platform distribution Traditional television depends on cable or satellite infrastructure; TV applications are based on streaming via the Internet, being accessible on smart TV, smartphone, tablet, PC or gaming consoles.
The economic model. From rigid subscriptions to flexible packages or even freemium/hybrid models (advertising + subscription), with intelligent targeting.
Against the background of these transformations, classical television did not disappear, but adapted. Most TV stations have launched their own streaming services or integrated content into digital marketplaces, such as Google TV, Apple TV or Amazon Fire TV. In addition, live broadcasts have remained relevant for sporting events, breaking news and shows with real-time interaction, as we see here on Voyo and Antena Play.
