October 25, 2016

Conquering Content | 2016 Viacom

The TV content boom continues. The number of original shows produced each year continues to rise.  Providers are expanding their list of exclusive/original content, and traditional TV providers are making big investments in streaming experiences to compete with Netflix.  To keep up, the average viewer watches across multiple traditional and online platforms.

Amid all of this growth, at least one thing remains about the same:  the amount of disposable time for entertainment.   Hub’s Conquering Content study tracks consumers’ attitudes and priorities as they evaluate and choose where their TV time will go.  You’ll learn:

  • Selection: how do consumers approach the choice of what to watch?  What are the biggest benefits, and challenges, of so much choice?
  • Discovery process: How do consumers learn about new shows in the first place?  What’s the relative impact of word of mouth, vs. traditional on-air promotions, vs. social media?
  • Choice of platform: Which TV providers are particularly good at making the volume of content manageable for consumers?
  • Cross-Pollination: Does putting episodes online generate linear viewers?
  • Availability: What impact do things like episode stacking and full-season release of episodes have on which shows consumers decide to watch?
  • Exclusive content: To what extent are consumers aware of, or influenced by, originals/exclusive content on SVODs like Netflix, Hulu, Amazon? Or on new platforms like CBS All Access?

The study is conducted among 1,200 U.S. consumers age 16-74, with broadband access at home and who watch a minimum of 5 hours of TV per week.