Uploaded byHampton Roads American Marketing Association
HRAMA: Our 21st Century Relationship with Television
The document discusses the evolving relationship between viewers and television since the turn of the century, highlighting key milestones such as the introduction of DVRs and the rise of streaming services. It notes the increasing prevalence of multiscreen usage while watching TV and the significant impact of social media on viewer engagement and television consumption. Ultimately, it emphasizes that television is not dying, but rather adapting to new technologies and viewing habits.
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HRAMA: Our 21st Century Relationship with Television
- 1. Our 21st CenturyRelationship with Television Hampton Roads American Marketing Association Thursday, 06/07/2012
- 2. For today... Pre -2000: Old school ( turn of the century ) 2003: Introduction of the dual tuner DVR 2004: Facebook launches 2006: Twitter launches 2007: First iPhone is released 2008: Hulu launches/Netflix launches unlimited streaming model 2010: First iPad is released 2011-2012: Apple TV 2, Aero, Roku, and Boxee
- 3. Viewing based on the networks schedule
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- 7. Definitions DVR -- digital device used to record television Timeshifting -- watching television on your time. Shifting the time of a show to fit someone s schedule Screens -- places or devices where video content can be watched Placeshifting -- watch video content where you want Over the top -- devices that provide video content to a television screen outside of traditional means such as a antenna or cable box Cord cutters -- those who have cancelled either cable or satellite service Cord nevers -- those who have never had cable or satellite service
- 8. Changing Relationship --DVR Current DVR penetration at 43% nationally Timeshifting viewership (+13.8%) and total time with television is on the increase (+1%) 85-90% of all viewing is still live. For Prime that is closer to 75%. Studies have shown almost 50% of timeshifted commercials are still viewed.
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- 11. Changing relationship --multi screen impact 86% of people use their smartphone while watching television. 88% use their tablet 61% check email 47% visit a social network site 37% looked up information related to the TV program 27% looked up information for an advertisement they were watching TV Everywhere -- watch live television on the device you want. Cox Communications and other cable/satellite porviders Various cable nets
- 12. Changing relationship --over the top Cord cutting -- real or not? Penetration of devices like Apple TV, XBox, Roku, Boxee and Netflix subscriptions
- 13. Changing Relationship --Social Media Top social media buzzed television programs Growth of Social TV Ecosystem Checking in with TV shows
- 14. Top Social MediaBuzzed Television Shows
- 17. Changing relationship --shift in video consumption decrease in television households new device adaption less video consumed...or is more being viewed differently?
- 18. How I MetYour Mother - case study The New York Times, 4/8/2012 +20% YtY increase P18-49 Early seasons available on Netflix Repeats on FX Social Media buzz
- 19. what does thisall mean? television is not dying...its evolving. Better control/ influence of content Viewer engagement is significant, though different if you have a heavy social media presence, advertise in shows that drive social media usage synch your mobile, web, and tv messaging. be there now
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