The Future Of U.S. TV: Is 5G Broadcast Challenging ATSC 3.0’s Dominance?

ProximityLocal
Written By Tim Hanlon

Luan de Oliveira Silva / @luangallant / via Unsplash

For years, the U.S. broadcasting industry has been operating under a widely accepted assumption: ATSC 3.0, also known as NextGen TV, would be the future of television. Promising features like ultra-high-definition video, improved emergency alerts, and the ability to send data to connected devices, ATSC 3.0 seemed poised to modernize how Americans consume TV. However, recent developments suggest that this once-settled belief is now being questioned. A new contender — 5G Broadcast — is emerging as a real alternative, offering a different vision for how television and data delivery could evolve in the coming years. 

ATSC 3.0: The Longstanding Favorite 

ATSC 3.0 has long been touted as the next big thing in broadcasting. It brings several exciting upgrades over traditional TV, including sharper picture quality, better sound, and interactive features that can connect TVs to the internet for personalized experiences. Beyond entertainment, it also has potential for delivering critical services like emergency alerts and even data to connected cars and smart devices through a concept called "datacasting."

Major broadcasters like Nexstar, Sinclair, and Scripps are investing heavily in ATSC 3.0 infrastructure. For example, a project called EdgeBeam aims to use ATSC 3.0 signals to create a nationwide network for delivering data — not just TV programming — to vehicles and other devices. This could make ATSC 3.0 much more than just a TV standard. It could become part of the backbone for connected technologies across the country. 

However, ATSC 3.0’s success depends on several factors falling into place: widespread adoption by consumers, support from TV manufacturers, and regulatory decisions that would free up more broadcast spectrum for its advanced features. 

The Challenges Facing ATSC 3.0

Despite its promise, ATSC 3.0 faces significant hurdles that have slowed its progress: 

  • Consumer Adoption: While ATSC 3.0 offers exciting features, most TVs don’t yet include the necessary hardware to receive these broadcasts. Some manufacturers have even decided not to include ATSC 3.0 tuners due to cost concerns or disagreements over royalties. Without widespread support from TV makers, consumers may not see the benefits of upgrading their equipment.

  • Limited Bandwidth: For now, broadcasters are still using much of their spectrum for older ATSC 1.0 broadcasts alongside NextGen TV signals. This limits how much data they can send using ATSC 3.0 and prevents them from fully realizing its potential. 

  • Global Isolation: While some countries like South Korea have embraced parts of ATSC 3.0 technology, many others — including Europe — are focusing on alternatives like 5G Broadcast instead. This lack of international alignment could make it harder for ATSC 3.0 to scale up globally or attract investment from companies that operate worldwide.

Enter 5G Broadcast: A New Challenger 

While ATSC 3.0 has been seen as the future for years, 5G Broadcast is now emerging as a serious competitor—and it’s bringing some fresh ideas to the table. 

Unlike traditional broadcasting standards like ATSC 3.0 that rely on dedicated TV antennas or tuners, 5G Broadcast works with existing cellular networks—the same infrastructure that powers your smartphone’s internet connection. This means it can deliver live video and other content directly to phones, tablets, cars, and other devices without requiring any special hardware upgrades. 

This mobile-friendly approach is particularly appealing in today’s media landscape, where more people are watching content on their phones than ever before—especially younger audiences who prefer streaming video over traditional TV formats. 

Trials of 5G Broadcast around the world have shown promising results, with broadcasters using it to deliver high-quality video over cellular networks efficiently and reliably. Its ability to piggyback on existing cell towers also makes it cheaper and faster to deploy compared to building out entirely new infrastructure for standards like ATSC 3.0.

The Debate Over Which Technology Will Prevail 

The rise of 5G Broadcast has sparked debate within the broadcasting industry about which technology is better suited for the future—and whether they might coexist rather than compete outright.

Supporters of ATSC 3.0 argue that it offers unique benefits for fixed televisions in homes and has already been rolled out in many major markets across the U.S., covering over three-quarters of households today. They also point out that it’s designed specifically for broadcasting large amounts of data efficiently to many people at once—a strength that could make it indispensable for certain applications like public safety alerts or rural connectivity.

On the other hand, advocates for 5G Broadcast highlight its flexibility and compatibility with mobile devices as major advantages in a world increasingly dominated by smartphones and tablets rather than traditional TVs. They also note that because it integrates with existing cellular networks rather than requiring separate infrastructure, it could be easier to scale nationwide—and internationally—without major disruptions or costs.

What Comes Next? 

The future of U.S. broadcasting may not be defined by one single technology but by how these two standards evolve alongside each other—and how broadcasters adapt to changing consumer habits.

ATSC 3.0 still has strong momentum behind it thanks to years of investment and development by major players in the industry, but its reliance on consumer adoption and regulatory changes creates uncertainty about how quickly it can reach its full potential.

Meanwhile, 5G Broadcast is gaining traction as a mobile-first alternative that aligns well with modern viewing habits and global trends toward cellular-based media delivery systems.

Ultimately, broadcasters may find themselves embracing both technologies — using ATSC 3.0 for traditional TVs while leveraging 5G Broadcast for mobile devices and connected cars — or they may see one standard emerge as dominant over time.

What’s clear is that this once-settled debate about the future of U.S. broadcasting is now wide open again — and consumers stand to benefit from whatever innovations come next in this rapidly evolving space.

Tim Hanlon

Tim Hanlon is the Founder & CEO of the Chicago-based Vertere Group, LLC – a boutique strategic consulting and advisory firm focused on helping today’s most forward-leaning media companies, brands, entrepreneurs, and investors benefit from rapidly changing technological advances in marketing, media and consumer communications.

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