With ATSC 1.0, integrating an internal antenna in TVs might be a tough call. In some areas, like where I live, ATSC 1.0 reception of the local channels is very spotty because I live in a valley which is highly subject to multipath reception problems. In all honesty, my local analog TV reception was better than ATSC 1.0 reception. I had to resort to both an antenna in my attic and a TV pre-amp that has a less than 1dB noise figure. Anything less than that really did not help.
However, to me, this is the biggest argument for ATSC 3.0. With reception demonstrated while in a moving car that was in a tunnel, it appears that ATSC 3.0 will eliminate the multipath reception problems that ATSC 1.0 exhibits and give the kind of reception that ATSC 1.0, at least IMO, should have had. When ATSC 3.0 hits the airwaves, I would not be surprised to see a bigger resurgence in OTA.
With ATSC 3.0, built-in antennas will likely get great local channel reception, and, depending on the terrain, may also get some distant stations. Use an indoor external antenna, or a roof mounted antenna, and I would not be surprised to hear of even those living in rural areas getting 50+ OTA channels easily.
As I see it, ATSC 1.0 was obsolete before it hit the airwaves. The sooner it is replaced by ATSC 3.0, the better.
My wife and I record quite a bit of OTA using HD HomeRun tuners, a HTPC, and Media Portal. As a cord cutter where we were getting locals on the wire, we were unwilling to go without an OTA time-shifting solution. For the most part, it works well enough, but there are sometimes dropout problems due to the multipath problems for my area.
Then again, I am not a millennial.
I also stream Hulu and Netflix on my HTPC. I don't have a 4K display yet, but when I do, I will be upgrading to a graphics card that supports 4K streaming/UHD Blu-ray content. Right now, I have BR playback.