This post is contributed by Cortney Frank, senior product marketing manager at dataxu.

Over the last few years, the way I watch TV has changed drastically. Instead of tuning into “whatever is on” cable, I use a streaming app—Netflix, Hulu, Amazon—and an internet-connected device to watch content that I actually want to watch. And I am not alone in my TV habits. In fact, according to eMarketer, 22.2 million US adults cut cords in 2017, and by 2020 there are likely to be a total of 48 million households that are either cord-cutters or cord-nevers.

The digitalization of TV has changed how viewers can access content. It’s not just about TV anywhere, but being able to have the traditional TV experience with specific desired content. I’m not a huge fan of watching TV on my phone or on my laptop, instead, I like to watch my favorite shows on the “big screen” around my schedule.

These changes in consumer behavior have also forced changes in how TV buyers and sellers think about TV ad inventory. Advances such as Connected TV and OTT have enabled TV buyers and sellers to transform traditional TV buying into a more digital-like process. But, TV sellers need to adopt these new systems more quickly. Traditional TV is under siege and transformation is necessary to bring TV fully into the future.

Check out our complete infographic to learn more about the changing TV landscape.

Today, in this rapidly-evolving TV ecosystem, there are a variety of ways viewers can tune in to TV, including new formats like Connected and Addressable TV. Learn more from dataxu on how marketers can capitalize on these new technologies.