It doesn’t take a rocket scientist to realize that the act of watching “TV” is undergoing a major transformation. Just five years ago, live TV viewing in the traditional sense from a living or bedroom was how most people consumed TV content. But that was five years ago. Today, we live in a new video ecosystem, where online video and live TV co-exist amongst traditional cable offerings, apps, and digital streaming of live TV. In fact, a new GfK MRI study indicates that 28% of all “TV viewing” is now done via digital streaming.GfK MRI reports that accessing subscription or free online platforms using a personal computer or mobile device accounts for 16% of time spent with TV content. Streaming via a connected TV set accounts for another 9% and using other devices, including game consoles, covers another 3%.
The study, which is part of GfK MRI's "The Future of TV" series, pretty much dispels that digital streaming is a trend. More so, it has become an integral way a growing number of viewers consume “TV” content.
That’s significant for both traditional and digital rainmakers. The new video ecosystem makes it more challenging for marketers to deliver brand messages in the right format and context. They must learn to adapt to a whole new population of TV viewers because while time-honored TV experiences are still the viewing preference of many, social, mobile viewing and second-screen activities continue to transform the TV viewing experience. And that makes for terrific message personalization and targeting opportunities.
Just imagine what a local food marketer can do when they realize a geotargeted user has logged onto their online movie streaming app and have posted to their social accounts that they’re “extremely hungry” for a great snack. A sharp creative executive might even serve up a digital message that read “it only takes 5 minutes to get your favorite gelato before you press play on that great movie.”
