How Big Can Connected TV Get? As TV becomes measurable, programmatic, and easier to activate, the same forces that scaled social platforms are beginning to take hold. The question now is how big TV can get, and whether it can ultimately rival, or even surpass, the scale of today’s dominant digital platforms. When demand scales, pricing followsOnce demand begins to scale, pricing dynamics change quickly. That puts connected TV in the same order of magnitude as the largest advertising channels in the world.