The State of Television, Pt. 2
🎬 Where We Left Off
Previously, on Shannon’s LinkedIn account… She laid it all out: the industry wave has crashed, a course correction is underway, and what lies ahead will look nothing like the last two decades of television. It’s a brave new media world—and not everyone’s ready for it.
She ended with this little nugget:
Depressing, eh? But ….. ALL IS NOT LOST.
If there is one absolute about creative professionals, we’re resourceful, scrappy, and damn good problem solvers.
So let’s solve this damn problem.
🧘🏾 Deep Breath, Now Flip the Switch
Take a breath. Exhale. Again. Now flip into producer mode—the mindset where we roll up our sleeves, side-eye the chaos, and say, “Alright, what’s the play?”
🚀 Enter: YouTube (a.k.a. The Real Disruptor)
I mentioned YouTube in the last essay. Let’s revisit that, because in this tale of disruption, YouTube isn’t the sidekick—it’s the main character. Not Netflix. Not Amazon. Not even Apple. YouTube is the real game changer in the digital content ecosystem.
Between 2020 and 2025, YouTube users grew from 661 million to 996 million — that’s a 35% jump 📈. For comparison:
Netflix: 300 million
Amazon: 200 million
Disney+: 124 million
➡️ YouTube has more than all of them combined.
🌍 What Did YouTube Get Right?
It gave creators a global stage to be seen and heard
It introduced audiences to diverse styles, formats, and voices
It democratized storytelling and lowered the barrier to entry
🎥 The Creator Revolution (Yes, I said it)
YouTube kicked the doors wide open to a whole new kind of storyteller. And I’ll admit it—I definitely used to side-eye the title ‘creator.’ I mean, I went to school for this! I’m a professional!
But these creators? They got it. They uncovered content that was appealing to viewers.
🎧 ASMR? A revelation.
🐶 Dog videos? Yes, please.
🤷🏽 Weird kid crews who hang out together in some Mickey Mouse Club/Saved By The Bell hybrid? Um. Not my bag but if the kids are not exploited, then sure!
And for media execs? YouTube became a 24/7 free focus group, complete with comments and real-time analytics.
Another twist? These creators trained audiences to accept what we used to call “prosumer” quality. I was 54 years old when I learned that “pattern interrupts” is very appealing to social media users. Back in my day, that was a jump cut—and a no-no 🚫. But the audience has evolved. Just like Gen X was a lot more accepting of Homicide: Life on the Street’s shooting style while Boomers were clutching pearls.
🔄 How Media Professionals Thrive in a Smaller TV World
We adapt. Then we create. And then? We excel. ✨
We adapt by creating our own content. We use the tools we do have, and then we create. We change our perspective and break the rules we’ve been following. Here’s how":
💡 Got a brilliant idea that’s too short for a full series? Make a mini-series.
⏱️ No rule says your episode has to be 24 or 48 minutes.
🎙️ Want to make an archive-heavy doc but don’t have the footage? Create an audio episode.
Tell. Your. Story.
You don’t need the latest RED camera or a 10-person crew. I’m building an online class about documentary pitching and selling yourself like a TV show. I got stuck in gearhead mode—looking at lights, lenses, and studios—until a Zoomer reminded me that my iPhone was as good as most cameras, and the target audience likely wouldn’t care.
I rolled my eyes... then did the research. He was right. I was overthinking it, clinging to the old rules.
🔧 Adapt to New Tools. Embrace New Rules.
Then? Lean into where you are already good at:
Structuring a compelling story 📚
Designing content that looks and feels right 🎨
Luring in an audience because you know what sticks 🎯
TV isn’t going anywhere. The Pitt and The Residence prove premium content still lands. True crime and investigation docs? Still pull great numbers. DIY and cooking shows? They will always have an audience.
But how audiences consume media? That’s what’s shifting.
🔁 Broadcast Panicked When Cable Came. Now Cable’s Sweating the Internet.
And us? We’re creators now—whether we like the word or not.
And that’s okay.
🔁 Adapt. 🎬 Create. 🌟 Excel.
That’s the name of the game.
💡 Key Takeaways
YouTube has emerged as the dominant force in digital storytelling, outpacing traditional streaming giants.
Modern audiences favor authenticity, personality, and flexibility over glossy, traditional production.
Creative professionals must embrace digital-first content strategies and lean production models.
Short-form content, audio storytelling, and creator-led brands are shaping the future of television.
Adaptability is the new superpower in today’s media landscape.
📣 Explore More
Want to see how this media shift started? Read Part 1 →, where we dive into the history of television’s golden age and the rise of streaming.
