[opendtv] Old timers and their linear streams
- From: Albert Manfredi <albert.e.manfredi@xxxxxxxxxxx>
- To: "opendtv@xxxxxxxxxxxxx" <opendtv@xxxxxxxxxxxxx>
- Date: Sat, 15 Aug 2015 20:34:12 -0400
Craig wrote:
This is what the article said:
"But contrary to what marketers may think, the use of multiple devices is not
drawing consumers away from traditional TV. Consumers are not replacing
traditional TV viewing with streaming video, they’re just adding to it."
Talk about cherry picking. You picked one paragraph that gave a vague summary,
and ignored absolutely everything that got into specifics. I already re-quoted
the first bullet that provided specifics, so now I'll do that again and more.
These are the specifics, not the broad generalizations that allow you to
defocus from realities:
http://www.r2cgroup.com/updates-insights/old-people-arent-the-only-ones-watching-tv
1. "Live TV Viewing: Traditional TV viewing — live or as scheduled — has been
declining across all age groups, but remains stable for the 50 to 64 segment,
according to the Nielsen Cross-Platform Report (Q2 2012-2014). Naturally,
viewing habits are higher in the older segment, because of greater amounts of
leisure time."
So this is the most important explanation of the trend line. Once again, it is
highly doubtful that younger generations will revert to old habits of linear
viewing, in the future, if they are dropping that habit now. Linear requires
planning. People do not generally look for more reasons to have to plan around
rigid schedules, when this is not necessary.
2. "Time-Shifting Trends: More people are viewing TV on their own schedules.
Time-shifting via DVR, video on demand and other modes has shown an increase
across all segments, with the greatest growth in the 35-49 and 50-64 segments,
according to Nielsen."
This almost contradicts the first bullet, in the sense that even old timers are
increasingly using DVRs, even if they aren't going online. This pretty much
says that actual linear VIEWING is in decline for all age groups. So basically,
end of story.
3. "Total TV Viewing: When both live and time-shifted TV habits are combined,
differences in age segments emerge. Teens have maintained their time spent on
TV, while older millennials age 25 to 34 and those ages 50 to 64 have increased
their viewing time. In the 18-24 and 35-49 age groups, TV viewing is declining
even with time-shifting technologies."
This odd one disproves a lot of your previous claims that TV viewing is
declining, although there are those odd two groups in which it is. I can only
guess that 18-24 year olds are busy in school, and 35-49 year olds are
increasingly chasing after their kids' activities.
4. "Digital Video: Video viewing via desktop or phone has increased
significantly among all segments and for most segments accounts for two or more
hours per
week. Among all age segments, except those age 8 to 24, multi-screen video
viewing is growing or remains flat."
And parenthetically, this increasing type of viewing is hardly ever linear.
As I said, this is to be expected. When you have the option to watch the live
stream, time shift it with a DVR, or access it on demand, you can expect a
shift to on demand for pre-produced episodic TV shows.
Then why not quit with your insistence that linear TV is here to stay? At the
very least, you should acknowledge that perhaps a small fraction of linear TV
will remain, such as sports, but that it makes a whole lot of sense to
repurpose and reorganize the TV content distribution infrastructure to meet
this increasingly important way of consuming TV.
Bert
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