It's Not a Video Revolution — It's a TV Evolution
Posted in: Uncategorized
The more ways in which people can engage with TV content, the more time and attention they pay to it. Networks have kept pace with technological changes, extending programming across digital formats to let viewers watch wherever, however and whenever they want. And, increasingly, they’re choosing to do that on smartphones and tablets. All the stats on time-shifting and streaming point to a significant consumption surge.
Throughout the advertising community, though, people are mistaking the device athleticism and increased streaming for a revolution. Even the lead story in AdAge earlier last week, “Welcome to the Video Revolution,” made this leap. While the piece sets forth overall numbers showing the primacy of TV attention — 149 hours a month across five screens (TV, desktop, laptop, tablet, smartphone) — and mentions that TV “may be growing [its] viewership on desktop computers and mobile devices,” it still calls a six-hour monthly decline in conventional TV viewing evidence of a revolution.
That’s confusing the device for the content. What’s actually happening is an evolution: TV viewers are pursuing their favorite content on the best available device. In doing so, viewers extend TV’s reach across today’s full range of video-viewing devices and conduits. Netflix attests that more than half of subscribers’ viewing time is devoted to premium TV content. Add Amazon Prime, Hulu and other streaming services, and TV has increased both its utility and its exposure.
Post a Comment