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January 2024

2023 VIDEO REDEFINED

The changing definition of “watching TV”

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Our annual  Video Redefined study steps back from our usual focus on the delivery and viewership of traditional TV and streaming services on TV sets in order to explore new ways of viewing – tracking use of the newer types of video content and ways of video consumption now at consumers’ disposal.

This study tracks the growing popularity of content categories like YouTube influencers, TikTok, and podcasts. We look at how consumption of non-TV-screen content varies by consumer segment, the most common use-cases, and consumers’ reaction to advertising on non-TV-screen video platforms. And of course, one of the main goals of the study is to measure the impact that consumption of this content is having on traditional TV viewing.

This study helps our TV industry and advertising clients better understand the competitive challenges posed by “off-TV-screen” content and how those challenges are evolving, the opportunities being created by these alternative viewing options, and what strategies may be effective for their businesses.

Source: Interviews with 1,900 U.S. TV viewers with broadband access age 13-74

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January 2024

2023 CAN YOU HEAR ME NOW?

The role of audio content and devices in the entertainment ecosystem

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In 2022, according to the Radio Advertising Bureau and Nielsen, 82% of Americans ages 12 and older listened to terrestrial radio in a given week. And according to Edison Research’s “The Infinite Dial” report, in 2023 42% of Americans 12+ have listened to a podcast in the past month. “Audio” – whether terrestrial or satellite radio, or streaming music, or podcasts – remains a substantial portion of the media mix for Americans, yet it often is overshadowed by research on TV and streaming video. And with the proliferation of Bluetooth-enabled TV sets and TV devices, or viewing on mobile devices with that capability, listening to TV audio is increasingly through headphones and earbuds, impacting TV viewing habits long taken for granted by the industry.

In this new report, Hub explores how people interact with audio (the devices they use to listen), their listening content (what services they are using for audio), and how people listen to TV with alternative audio devices. We also will explore how audio content like podcasts can be used to increase sampling and engagement with programs on traditional TV and streaming services, or as source material for video programming.

And as always, this report from the Entertainment & Technology Tracker will include quarterly tracking questions on a multitude of home media technologies.

Source: Interviews with 2,501 U.S. consumers 16-74

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January 2024

2023 TV ADVERTISING: FACT VS FICTION – Wave 6

What is the future of ad-supported TV in a streaming world?

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As more and more streaming services adopt an ad-supported model, the importance of understanding advertising’s role in the TV ecosystem – and in viewer’s subscription and viewing decisions – has never been more important.  While Netflix, Disney+, and Max work to draw subs to their new ad tiers, Amazon and AMC+ recently announced their push to ad commercials to their streams.  Soon there may be few truly ad-free streamers left – if any.

Our TV Advertising: Facts vs. Fiction study has consistently shown viewers are open to and tolerant of advertising – especially when ad loads are reasonable, when users’ bills are lower, and when they have the option to choose a premium ad-free options if they so desire.  Time and again we see consumers choosing content first – whether or not they can watch it ad-free.

In this sixth wave of TV Advertising – Fact vs. Fiction, we will continue to track use, viewing behaviors, and perceptions of ad-supported TV.  We’ll explore the interplay between advertising, cost, and content, and how they inform platform choice:

  • What advertising formats and features offer the best experiences in the minds of consumers?
  • How does advertising impact satisfaction and overall perceptions?
  • What informs ‘value’ beyond cost?
  • What is the role of content when choosing between ad-supported and ad-free platforms?
  • What impact does tiered service have on platform choice, retention, and subscriber growth?
  • How do ads fit into the consideration set of habitual service churners?
  • For services that have announced new ad-supported tiers – what has the average subscriber heard? What proportion intend to opt-in?

In the end, the goal of the study is to help TV service and content providers offer an ad experience that will maximize viewer satisfaction, engagement, and loyalty.

Source: Interviews with 3,000 US TV Viewers age 14-74

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