How Viewers Find Content

Since 2012, the number of original scripted shows introduced each year has been increasing at a dizzying pace. Past studies have found that most consumers are happy with this embarrassment of riches, saying they spend more of their time than ever before watching shows they “really like”.

But is it possible to have too much of a good thing and do viewers even know where to start?

These questions made it more important than ever to understand (1) how consumers decide what to view, and (2) how to make sure content cuts through the clutter, so shows have a chance to even be considered. Hub Entertainment Research embarked on a study in October 2017 called Conquering Content. The goal was to find out why viewers discover and choose some content over others.

Hub conducted an online survey among 2,214 U.S. consumers age 16-74 who have broadband access at home and watch a minimum of 5 hours of TV per week. The survey yielded the following findings:

Online has overtaken pay TV as the home of favorite shows: For the first time, more people say they watch their favorite show on an online platform than through a pay TV source. See Figure 1.

Diffusion of content continues to reduce the impact of network brands: About 40% of respondents say network brands are not a big factor in which shows they watch and almost a quarter give it the lowest possible importance ranking.

Pay TV show discovery is driven by advertising, but online shows are spread by word of mouth: Those watching an online show are more likely to have heard about it from another person as opposed to through advertising.

We are approaching subscription saturation: Consumers are managing more subscriptions than ever before, so new services will need to offer compelling content that isn’t available anywhere else.

The past five years have seen the TV landscape change significantly - with ever expanding viewing options, a full pipeline of new content and a fractured system for discovery. As technology and viewing behavior evolve we will see platform consolidation, a niche and genre content focus and a drastic change in bundling of channels and services.

You might also like...

What Are The Long-Term Implications Of AI For Broadcast?

We’ve all witnessed its phenomenal growth recently. The question is: how do we manage the process of adopting and adjusting to AI in the broadcasting industry? This article is more about our approach than specific examples of AI integration;…

The Big Guide To OTT: Part 10 - Monetization & ROI

Part 10 of The Big Guide To OTT features four articles which tackle the key topic of how to monetize OTT content. The articles discuss addressable advertising, (re)bundling, sports fan engagement and content piracy.

Video Quality: Part 2 - Streaming Video Quality Progress

We continue our mini-series about Video Quality, with a discussion of the challenges of streaming video quality. Despite vast improvements, continued proliferation in video streaming, coupled with ever rising consumer expectations, means that meeting quality demands is almost like an…

2024 BEITC Update: ATSC 3.0 Broadcast Positioning Systems

Move over, WWV and GPS. New information about Broadcast Positioning Systems presented at BEITC 2024 provides insight into work on a crucial, common view OTA, highly precision, public time reference that ATSC 3.0 broadcasters can easily provide.

Next-Gen 5G Contribution: Part 2 - MEC & The Disruptive Potential Of 5G

The migration of the core network functionality of 5G to virtualized or cloud-native infrastructure opens up new capabilities like MEC which have the potential to disrupt current approaches to remote production contribution networks.