rr2_rr 21/04/2015 16:55 Page 1
Changing media consumption
Experts at RR Media take
a look at the evolution of
TV channels and their
relevance in the changing
media marketplace.
edia consumers watch content
on their tablets, stream
programmes on their laptops
and personal computers, and share
videos on their smartphones. Although
viewers have more and more options
when it comes to video content, the
traditional TV channel still has a place
in the shifting media landscape.
The role of the TV channel has changed
with advances in technology, and continues to
evolve to meet the dynamic needs of viewers.
TV channels have come a long way from the
days of black and white TV, and still have a
long way to go in the age of digital, easy-toaccess content.
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How is TV channel content viewed?
In the golden age of television, families
gathered around their TVs to watch
programmes, as they aired, on a few major
networks. That was it. However, as technology
advanced, viewers gained more channels,
more content to choose from, and more
options to view that content. Digital Pay TV
service providers brought viewers a variety of
programming, and, with DVRs, VOD services
and multiple screens delivery, the freedom to
watch content at the time of their choosing.
Today’s viewing habits are centred on
convenience. Viewers have more devices to
enable watching the content they want, from
wherever they are, at any time.
Consumers are using these devices to break
away from their TV sets and watch
programmes on-the-go. An international
survey conducted by Nielsen in August and
September 2014 found that 59% of
respondents felt watching video content from
their phones is convenient, while 53% said
watching content on a tablet is just as good as
a laptop or personal computer.
Streaming services give viewers even more
control over their content. With providers like
Netflix and Hulu, consumers can watch
programmes on multiple devices at any time.
On-demand services also allow viewers to
watch shows whenever they want, but are
26 TV Everywhere
more limited on the devices from which users
can access the content.
The birth of on-demand and streaming
services has changed the way viewers think
about content and has led to a new trend:
binge watching. Binge watching, when people
watch multiple episodes or even an entire
season of a programme in one sitting, is an
increasingly popular way to consume content.
In fact, the Nielsen report found that 64%
of respondents watch multiple episodes in one
day to catch up with their favourite shows.
How is TV channel content accessed?
Content reaches viewers through a variety of
methods. Viewers watch TV channels via
direct-to-home services, paid satellite, cable,
and IPTV
services.
In addition
to these more
traditional
delivery means,
consumers are
also accessing
content via
online channels
that provide
content 24/7.
These services
mimic
traditional TV
in an online
fashion. Users
can choose from
a variety of channels and watch round-theclock programming.
To satisfy the desire for more digital mobile
content, more and more traditional TV
channels are repurposing original broadcast
content for their online platforms and
websites. The online version of programming
is usually shortened into quick, consumable
pieces of content.
On-demand and streaming services are
also growing in popularity and a large portion
of TV channels content can be accessed
through these types of services as well.
TV channels still have an important role
for viewers
TV channels continue to act as the content
aggregator or programmer as audiences still
require help at some level to organise their
viewing schedule from viewing times, with
recommended programmes to watch, as well
as creating engagement, interaction and
excitement in and around the