Their lives are far from normal. Many have lost their jobs. Others are worried the layoffs aren’t over—and they’re probably not wrong. And on top of that, most are worried about getting sick or the possibility of a family member or close friend getting sick. They’re shopping more online, and they expect to continue doing so for a while.

None of this means millennials want to live in suburbs identical to the ones earlier generations adopted. A report by PwC and the Urban Land Institute on real estate trends in 2020 discussed the appeal of a “live/work/play” environment, with all three in close and even walkable proximity.

“We’ve been working with City Group [Manchester City FC], and recently it ran a live tournament on the soccer video game FIFA. Agüero [a Manchester City player] was playing the City player from New York, and we did a live feed to 25 select publishers.”. Soccer has an incredibly varied supporter demographic, but when a digital crossover occurs (a la esports), younger people tend to dominate there.

How have the coronavirus pandemic and Black Lives Matter (BLM) protests changed priorities? Remote work and schooling have raised broadband access to a top priority. The trend has also revealed how much personal information is tracked, increasing discussions of privacy laws.

The cancellation of live sports, along with the Upfronts getting upended, will only put more pressure on TV ad sellers this season. Prior to the pandemic, we expected US TV ad spending to increase 2.0% to $72.00 billion in 2020. And we expected US connected TV ad spending to grow 34.8% to $8.83 billion this year.

“If it saves lives, people will continue to trade data for meaningful utility,” said Jeff Dachis, founder and CEO of One Drop, a digital diabetes management platform.

With the loss of live sports due to cancellations and postponements making linear TV less attractive than ever to consumers and advertisers alike, CTV stands to benefit and become more firmly a part of media plans. The rise of CTV advertising has meant increased attention on PMPs to facilitate safer buying—but also an increase in the potential for fraud among those buying in the open markets.