I hope ATSC 3.0 takes off (although whether it will is questionable). I think it's probably the best chance that free OTA TV has to survive in our very internet-centric age. ATSC 3.0 is fully based on the internet protocol, unlike our current digital TV broadcasts, which gives it a lot of flexibility. It won't require the viewer to connect his home internet to the ATSC 3.0 receiver but doing so will deliver a number of benefits for both the viewer and the stations/advertisers. The viewer will be able to wirelessly stream live OTA TV to all his connected devices (TVs, tablets, phones, computers) on his home wifi network, whether those devices are actually "TV sets" or not. Local stations will be able to deliver more valuable targeted advertisements over the internet during live TV commercial breaks, overriding the standard broadcast ads, if the viewer opts in to such ads by providing some basic demographic info. In exchange for doing so, the TV station may allow the viewer to stream their recent programming on-demand via the internet. You'll probably be able to connect a hard drive to your ATSC 3.0 receiver/gateway to serve as an OTA DVR. All of that will be integrated into the same UI on your TV and other devices, so it will all feel very seamless; whether you're getting the programming OTA (live or recorded) or over the internet will be virtually impossible for the viewer to distinguish. And of course, viewers will be able to supplement local broadcast programming from ABC, NBC, CBS, Fox, PBS, etc. with various app-based internet subscription services (Netflix, Showtime, Sling TV, etc.).
Beyond all that, ATSC 3.0 should help usher in a greater amount of UHD HDR content, which is a good thing. And getting it for free (in exchange for watching ads) is nice.
Lastly, ATSC 3.0 is supposed to provide for better, easier reception with an antenna that we have now with ATSC 1.0. This is due, at least in part, to 3.0's physical layer being based on OFDM instead of 1.0's 8VSB. I've even read that broadcasters may be able to broadcast using multiple mini-transmitters throughout an area (like cell phone providers) rather than a single large tower. We'll see...