Do you know why attitudes towards watching television are changing? Find out why streaming content and binge watching are gaining ground.
Recently, Invoke’s Media + Entertainment team conducted the first in a series of webinars focused on uncovering the “whys” behind current shifts in video consumption behaviors: Who are today’s content curators? And who do viewers trust to bring them the content they want to watch?
Download the full report to get:
- The drivers behind video platform choices
- How consumers make content choices in an ever expanding content landscape
- Who viewers trust for advice on what to watch and when
- Why viewers embrace binge viewing
Here are some highlights.
Viewers want access to everything and are eager to take control of curating their own “line-up.”
It’s not surprising that many find streaming to be easier than watching live channels, especially for Millennials who have grown up in a world full of on demand content. However, volume of content doesn’t always mean they can find something they want to watch, leaving some viewers frustrated.
ATTITUDES TOWARD TELEVISION
Fading are the days when viewers had to wait a week or more in between episodes (or even seasons) of their favorite shows.
Thanks to streaming, viewers are free to binge-watch an entire seasons in the span of a night. Of the 8 in 10 who have binge-watched a show, nearly two-thirds watched 4 or more episodes in one sitting.
Moreover, binging has changed the nature of content trial. Roughly 1 in 3 viewers will hold back for a few episodes to see how it plays out before sampling. This is even truer among Millennials, where nearly half will wait a few episodes before giving a new series a try.
In their hunt for access to everything, most viewers see OTT options as a supplement, not a replacement to cable or satellite providers.
Increased choice and ease of subscription has made changing providers and bulking up on content easier than ever before. The desire to access specific content drives choice. Yet, cable and satellite providers also show the greatest risk to defection relative to their over the top counterparts.
USAGE AND INTENTIONS