Television today isn’t what is used to be. Viewers now dictate what they watch and when, and advertisers must adapt to accommodate changing TV viewing habits. Don’t get left behind. Here are four emerging trends to watch.
Mobile Viewing. Viewers are now consuming more content outside their homes, beyond the comfort of their couches. According to a study by Edelman, the weekly share of time spent watching video on mobile devices has grown by 85% from 2010 to 2016. On fixed screens, consumption has decreased 14% over the same period. With the introduction of 5G wireless, more viewers will consume a majority of their content on mobile devices.
Multi-Tasking. Multitasking on a second device while watching TV is a growing phenomenon. However, an Interactive Advertising Bureau’s study shows that multitasking incidence is lower when watching digital video (72%) than traditional linear TV (81%). But the smartphone is not always distracting viewers. In fact, more multitasking is related to the video content being viewed during digital video streaming (34%) than during traditional linear viewing (29%).
Cord Cutting. According to a study by the Pew Research Center, 1 in 7 Americans are cord cutters, meaning they have foregone traditional cable television subscriptions in favor of online streaming services using game consoles or TV-connected devices like Roku and Amazon Firestick. In fact, the cable pay industry has been shrinking since 2013. Viewers are increasingly opting for personalized video content over channel surfing in hopes of finding a good watch.
Binge Watching. DVRs, media players and streaming services allow viewers to sit down and watch an entire series in a single day or weekend. A recent Deloitte study revealed that 73% of US viewers and nearly 90% of millennials and Gen Z viewers binge watch video content, highlighting it as a “new norm” in content consumption. And millennial and Gen Z binge-watchers report watching an average of six episodes, or five hours of content, in a single sitting.
Viewer appetite has never been greater. And with the right content strategy, you can take advantage of these trends to create customized experiences that build your brand. Contact us today to learn about our television advertising solutions.