NexTech

NBCU Says Time Spent on Digital Platforms Will Equal Linear By Late 2022

The company takes a data-driven approach to digital growth

nextech-nbcuniversal-2021 — "This upfront was the anchor of driving a converged marketplace,” said Krishan Bhatia. Adweek

By Mollie Cahillane

On the TV side, NBCUniversal is best known for its linear networks like NBC, USA and Bravo—but the company now projects that consumers will spend an equal amount of time with its digital properties within 18 months—or roughly the end of 2022.

Krishan Bhatia, NBCUniversal’s president and chief business officer for global advertising and partnerships, said the company is currently in a “watershed moment” when it comes to driving convergence.

“We led with a 70[% linear]/30[% digital] allocation in terms of how consumers are spending time with NBCUniversal properties,” Bhatia told TV editor Jason Lynch on Tuesday during Adweek’s NexTech event.

Mollie Cahillane

Mollie is Adweek's senior TV reporter, covering the business of connected TV, streaming, measurement and sports media.

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