How are Consumers Watching Video Content?

Believe it or not, there actually was a time when if you wanted to watch a certain show – you actually had to sit in front of your TV and watch it when it was one. If you missed it live you’d have to wait until summer to catch the rerun. While it might have been easier times for us people on people who buy, sell or research media, consumers didn’t know any better – they just watched. They came VCRs, then DVR’s, now it’s VOD and OTT. For those in media business, we’ve got more currencies to think about than ever before. But the one thing that hasn’t changed it’s the consumers. They don’t care, they just watch. They watch where, when and on the platforms that are most convenient to them.

comic_TV.svg.med● Nationally 77% of consumers watch TV in real time on through either cable or satellite (55% cable, 22% satellite)
● On the low end, 62% of Millenials subscribe to either cable or satellite. On the high end, nearly 90% of adults age 65+ watch through cable or satellite
● 43% of consumers have consumed streaming content – these “streamers” are not monolithic in their approach to viewing. They stream across a variety of devices and platforms
● Millenials are the highest category of “streamers”, 67% have watched streamed programming. Just 22% of boomer and less than 10% of seniors have “streamed”
● 33% have streamed on a website and 24% have streamed through an app
● Just under 30% have streamed through a non-network affiliated network or app. The same percentage has used a network affiliated platform
● Nearly 40% have used a DVR to stream and 30% have viewed on-demand content through a cable or satellite provider
●One in five consumers have borrowed, rented or purchased DVDs of episodes or entire seasons
● Roughly 10% have purchased or rented episodes or shows through cable or satellite on-demand services
●14% of adults consume broadcast TV through an antenna

What This Means To You

There are lots of different ways to get your message out in front of potential customers. While large national brands may have the resources to blanket broad spectrum of audiences, even they are becoming more targeted in their approach. You need to deliver your message to you target consumers in the most efficient and effective manner. Don’t just look at the bottom line price, look at the cost per thousand of your target market. Buying a cheaper campaign that doesn’t reach your target is a bad investment. At the end of the day, that’s what marketing is, it’s an investment in creating demand for your product or brand. For more information on how to ensure you are making efficient and effective media choices, please contact:

Al Fiala
amfiala@gmail.com

Sources: Center for Media Research; Harris Interactive

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