The changing TV experience in the US: from TV to digital video
Everything has changed in the consumer video landscape: video types, viewing devices, content sources, etc. What has really changed on the TV viewing experience? iab and maru/matchbox give us some real insights on how habits are shifting from watching TV to streaming digital video on their TV.
Streaming digital video on TV: a daily habit
This study made by iab. and maru/matchbox takes as a starting point the fact that the way of watching TV has clearly evolved. For example, less than half (46%) of the time spent by American watching TV is spent on a linear programming, when 20% is spent watching streaming digital video.
Plus, 22% of streaming enabled TV owners are “only or mostly” watching stream digital video on their TV.
Streaming digital video on TV vs Traditional linear TV viewing
More than half (54%) of the persons having experienced both video streaming on TV and traditional TV viewing can’t see any difference between 2, and even 22% think the streaming is better.
Regarding TV ads, a sharp half of streaming enabled TV owners declare preferring watching commercials rather than pay for ad-free subscriptions while streaming video on TV. They actually state founding advertising experiences really improved compared to 2015; according to them, commercials during digital video streaming on TV are better, more memorable and less disruptive than on traditional TV.
Digital video streaming on TV, a more engaging experience
Multitasking on a second device while watching TV is still very common. But the fun fact is that less people multitask when watching digital video (72%) than traditional TV (81%). As for the devices used, smart TV arrives first (46%), followed by smartphone (30%), then computer (26%) and tablet (19%).
Another interesting fact is that people multitasking pay more attention to the TV screen during digital video streaming than traditional TV viewing, and they engage in another activity mostly related to the content of commercials they’re watching during digital video streaming than traditional TV viewing.
Source: The Changing TV Experience: 2017 - iab. + maru/matchbox
