The changing TV consumption landscape
The TV industry in the midst of seismic shifts in the way TV is produced, released and monetized as viewers habits change. A significant driver of these changes is the rise of online video and Internet-connected devices that have led to ‘stacked screens,’ or different form factors of screens that include smart TVs, PC/laptops, tablets and smartphones, each capable of multiple ways of consuming content.
You may start consuming content watching the TV with family, find each wants to tune into something different and continue watching your own choice on a laptop or tablet, and then continue consuming on your smartphone during your commute to work.
Comscore recently released a report that suggests Americans in the 18-34 age group have already migrated a third of their TV series consumption to electronic devices other than TVs. We expect to see that trend continue as connection speeds continue to improve and content-owners improve the offerings available at reasonable prices. There is already significant data to suggest that most would rather consume content from a legitimate source if what they want is available at a reasonable price.
Content-owners can tackle the bulk of ‘piracy drain’ if they handle this shift correctly.
In what is an unsurprising conclusion from the Comscore report, it seems a correlation exists with viewers of different ages and how likely they are to consume original TV series on mobile devices.
Analysts say if the report broke out the youngest age group of 18 – 34 into 18 – 25 and 26 – 34 we would see the same phenomena. So while 44 percent of 18 – 34 year-olds have tuned into a TV series on a PC/laptop, only 28 percent of 35 – 54 year-olds had done so in the timeframe covered by the Comscore survey and just 17 percent of the 55 and over age group.