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Summary

TV consumption is on the rise, but consumers are viewing and  experiencing TV in a vastly different way than they were even 5  years ago.  TV viewership has radically transformed from a  passive experience to a more engaged, interactive, and on-demand  experience. Content producers will not only have to continue to  create quality entertainment products, but they will now need to  consider ways to a) enhance the viewing experience, b) leverage  social media to promote their properties, and c) distribute their  content across multiple platforms.   Trends in TV Consumption:         Digital recording devices have allowed for consumers to  time shift. At the end of 2010, 38% percent of  all U.S. TV households had a DVR; however, those viewers are still  watching commercials. Nielsen also found that in DVR homes,  playback actually improves commercial ratings by 44% among 18-49s  after three days.      People are watching full-length videos on computers. In  Jan. 2011 143.9 million Americans viewed videos online  (Source:Nielsen). Furthermore, eMarketer reports that a full third of U.S.  adult Internet users watch full-length TV shows online.      Third-screen viewing via mobile devices is on  the rise. Consumers are viewing more of their favorite shows  from mobile devices, such as phones and tablets  a habit  that has increased 41% year-over-year. The majority users of  mobile video are teens, clocking in more than seven hours a month  on average.      Multi-screen viewing is also on the rise. Per a recent  Nielsen study,70 percent of tablet owners and 68 percent of  smartphone owners said they use their devices while watching  television.  In another study from late 2010, 86% of mobile  Internet users said they were using their devices while watching TV  (Source: Nielsen/Yahoo). What are people doing while  interacting with these devices during TV shows? Nielsen/Yahoo found  that a third were using mobile apps, 37% were browsing the web, 40%  were engaging via social networks and 56% were texting with a  friend or family member.      Examples of how companies are responding:    Old Navy partnered with music tagging app Shazam to  make their commercials more interactive.  Consumers who tag  the commercial as it airs are driven to a custom experience where  they can download music, learn more about the clothes, get coupons,  and more.  Wheat Thins thrust unexpected Twitter users (who  happened to tweet about their product) into the starring role of  their TV commercials. Their ad shows a Wheat Thins team delivering  a truckload of crackers to this unsuspecting fan who mentioned they  ran out of their product in a tweet  USA Network recently launched Chatter app, which lets viewers talk to other  fans and engage with content from several social channels while  viewing the show.

Duration: about 7 hours (07:07:48)
Publishing date: 2020-07-20; Unabridged; Copyright Year: 2020. Copyright Statment: —

• Business & Economics