As television turns 100, TripleLift CEO Dave Helmreich reflects on its journey from mechanical novelty to digital powerhouse—arguing that its next century will be defined by a balance of storytelling, data, interactivity, and innovation.

“Quiet-quitting” stayed prevalent in Q2 as sports and news helped keep audiences tethered to cable and satellite, to some extent.

The point where more TV has more streaming-only viewers is fast approaching and the various players will need to adapt to that scenario. A look at how they might handle the transition.