The new catchphrase, It’s all just video, is an easy talking point but it is short of reality. CTV & Streaming are redefining how advertising works, content is delivered, & consumers engage

In recent months, I’ve been watching a steady stream of media panels, webinars, and virtual discussions so many that it’s starting to feel like Netflix bingeing for marketing nerds. These conversations often center around traditional TV, Cable, and Connected TV (CTV).

A new phrase has been popping up with alarming frequency:

“It’s all just video. Consumers don’t care.”

While it makes for a tidy soundbite for broadcasters and cable the oversimplification is a Problem

This “all video is the same” argument is often used to bridge the gap between traditional broadcasters and streaming platforms as a way to make legacy TV feel more aligned with the CTV world. But in doing so, it ignores the realities of how audiences behave, how media is bought, and what technology now makes possible.

Equating all video to the same category is like telling a wine enthusiast, It’s all just grapes. Technically correct, but it completely misses the point about quality, intent, and experience.

Media Buyers, advertisers and marketers know better

For advertisers, marketers, and agencies, CTV isn’t just another video channel. It’s a fundamentally different tool in the media toolbox one that delivers precision and accountability

Unskippable inventory keeps your message front and center.

Hyper-targeting capabilities allow for segmentation by purchase intent, household income, lifestyle affinities, zips, site visits and more.

Digital-level attribution and measurement close the loop between spend and results.

Flexibility and optimization let you adjust campaigns in real time, something linear TV simply can’t match.

Grouping that in with traditional TV under the banner of just video is like calling a high-performance sports car just transportation.

It is even an oversimplification to say consumers don’t care, They do and they have proved It

The cord-cutting wave wasn’t an accident. It was a deliberate choice made by millions of households over the last decade. Consumers have voted with their wallets and attention:

They want control over when and how they watch.

They want choice in content without being tied to rigid schedules.

They want value often trading costly cable packages for customizable streaming lineups. The price of streaming has increased, but it is still nowhere near my cable bill from years ago before I cut the cord. Even at that, I get so much more value out of my streaming platforms.

While consumers may not always articulate the switch or even know if they are watching CTV or a traditional feed, their actions speak loudly. A viewer might struggle to list every subscription they have or recall every show they have streamed recently, but they absolutely know why they made the shift.

The new catch phrase, It’s all just video, is an easy talking point but it is short of reality.

The reality,

CTV and streaming are redefining how advertising works, how content is delivered, and how consumers engage. The differences between linear and connected TV are not just academic, they’re practical, measurable, and growing more pronounced every year.

Consumers care. Advertisers care. And the market data proves it.