[opendtv] Pete Deutschman: Linear TV dips below half of US viewers
- From: "Manfredi, Albert E" <albert.e.manfredi@xxxxxxxxxx>
- To: "opendtv@xxxxxxxxxxxxx" <opendtv@xxxxxxxxxxxxx>
- Date: Wed, 26 Aug 2015 00:25:13 +0000
Craig wrote:
More evidence that appointment TV is dead?
Okay, since you asked. There are many articles that corroborate the Deloitte
findings, and I'm surprised I have to keep showing you these. No one needs to
watch any of these shows by appointment, Craig. Most people, literally most
people, already understand this. And this article is from last January. The
numbers are most likely more convincing, by now.
Another article, same subject, says that SVOD is becoming a replacement, rather
than a complement, to linear TV. And even that isn't correct. It's not just
SVOD sites.
I deliberately stay away from articles that confuse the issue, which many do.
It's not that everyone is ditching TV for Netflix. It's instead that everyone
is ditching linear TV. As stated here:
"Forrester analyst Jim Nail elaborated to Ad Exchanger. 'There is clearly this
trend toward watching on the network’s app, the MVPD’s [Multichannel Video
Programming Distributor] app and Hulu, but clearly the content is still
powerful and it still draws audiences advertisers want to buy,' he said."
Bert
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http://petedeutschman.com/2015/01/27/linear-tv-dips-below-half-of-us-viewers/
Posted on January 27, 2015׀ Business, Content, Internet of Things
Linear TV dips below half of US viewers
Less than half of online US adults now watch linear TV as Younger Boomers and
Generation X-ers adopt viewing habits previously associated with Millennials, a
new report has said.
Forrester Research surveyed 3,166 adults aged 18 to 58 for the Making Sense Of
New Video Consumption report and found that only 46% watched linear TV in a
typical month. This trend was more pronounced among 18 to 34 year olds, with
just 40% viewing TV this way, but even among older viewers the figure was 52%.
Streaming, whether from a paid or free service, was on a par with linear TV –
at 40% – for Millennials, and these options were also proving attractive for
Generation Xers and Younger Boomers, at 32% for free streaming and 30% for paid
streaming.
Only recording on a DVR (37%) was more popular among older viewers, and even
here, one third of Millennials continued to use this device.
That said, the report also showed that more than half (55%) of younger viewers
still watched four hours or more of regular TV in the course of a week, with
one third (34%) watching a similar amount online.
Business Insider reported Forrester’s food-based analogy, with linear TV and
DVR viewing forming the “main courses” for older viewers, and which were
supplemented with “side dishes” and “desserts” across the online spectrum,
while younger groups snacked on “smaller portions of a wider array of dishes”.
Forrester analyst Jim Nail elaborated to Ad Exchanger. “There is clearly this
trend toward watching on the network’s app, the MVPD’s [Multichannel Video
Programming Distributor] app and Hulu, but clearly the content is still
powerful and it still draws audiences advertisers want to buy,” he said.
"It is trickling into agency thinking. They know they need to look beyond
age-gender demos and look at new data sources, even if they’re still buying ads
in pods on ratings.”
So, for example, advertisers might look at shows in the light of viewers’
product buying habits rather than Nielsen ratings.
"You’re selling individuals and the right individual is going to be worth a lot
more than $10 or $15 dollars a thousand to the right advertiser,” Nail noted.
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