Consumer quest for video content continues to grow and traditional TV viewing continues to dominate that landscape, although a shift in viewing preferences is evident. It is understandable, according to the latest Nielsen survey, Cross-Platform Report that consumers from all demographics, including age, are using a wide variety of devices and programming resources to get their content fix. The study indicates a device/time-shift in viewing access and habits, that is, multifaceted devices are fueling a fragmentation in content viewing. As Traditional TV viewing dropped by 6 minutes per week according to the report, other devices filled in that gap.
7th Generation Gaming Consoles Used as Traditional TV
The Gaming Industry began with deep roots in rudimentary game creation with an external box and interactive video module that transformed games into video, viewed with the traditional TV. With a audience of 12 -18 year olds learning to manipulate games on-screen the industry grew at a rapid pace. Fast forward and the gaming industry transformed those consoles into, not only interactive video games, but traditional TV use as web-based apps allowed for streaming content. So, a younger generation is shifting the view of video content to a new medium. Not only is the gaming user a significant demographic but is expanding in age groups. These are the Over-The-Top content users who are forgoing traditional cable TV subscriptions for Internet-based entertainment.
Shifts in Wire-line to Wireless
Fueling the shift in content viewer preferences is the continued shift to a wireless world which connects many devices through broadband. From I Pad’s, Smartphones, and Tablets , becoming increasingly 4G-LTE capable, the need for traditional TV screens will continue to wane, especially on smaller screens. Traditional TV’s are shifting to the large to enormous screens. Mobile is here to stay pulling viewers away from primetime as devices create time-shifting or delayed viewing, with more selected content becoming more common and robust.
Programmers-Service Providers Getting on Board
To keep viewers tuned in to their programming and services providers are jumping on the device trend, offering content anywhere and anytime. Being traditional is dying a slow death. That is, both video programmers and service providers must shift with consumer demand in holding on to marketplace relevance. Programmers will increasingly offer their products to OTT suppliers while traditional suppliers will fight the trend. This can clearly be seen with the ground-breaking HBO-GO app offered on multi-screens/devices, and service providers like Comcast Xfinity reluctantly offering their own app while protecting tradition at the same time.
The video content shift is evident and continues on an upward curve as consumers look for an easy way to get their content fix at a reasonable price. This is a significant trend, yet one that is not an overnight shift, but one that is a relentless and protracted response to growing consumer awareness of alternatives for video viewing. The key in speeding up this trend is creating ease of access viewing, price point economies of scale that lure a wider range of demographics.
Image via Nielson Blog