Tom Harrington was quoted in an article on the BBC, ITV and other traditional broadcasters who will struggle to attract A-list stars if Netflix and the major streaming giants continue to outspend them on shows. Tom said that the streaming giants are still in their relative infancy and so are splashing out vast sums in a bid to outcompete traditional broadcasters. He added that, as younger viewers turned in increasing numbers to streaming services, terrestrial channels may start to target an older audience with their programming, catering to the ageing demographic of those who prefer traditional scheduled TV.
Further, he said that “what’s happening right now is that it is early days for streaming services and they are rushing to fill their arsenal with programming, you will see a lot of the major talent, the proper movie stars, on the streaming channels, as they are rushing to snap people up. If it’s a head-to-head money-wise [for the biggest names] then the traditional broadcasters will lose.” He added, however, that the current levels of spending from Netflix and Amazon on original series were unsustainable in the long term and that the BBC and ITV could still trade on the “cachet” and prestige of appearing in a flagship prime-time series on terrestrial TV. Tom explained that there is “a lot of life left” in traditional TV schedules, but added: “Watching linear TV is going down, mostly among younger age groups, where streaming is going up... So TV shows may be targeted at an even older demographic.”