NEW ROCHELLE, N.Y., June 13, 2018 (GLOBE NEWSWIRE) -- Today, more than two-thirds (68%) of TV content viewers stream at least some of their TV content, according to leading consumer research firm Horowitz Research. Horowitz’s recently-released study, State of Viewing & Streaming 2018, examines how over-the-top services like Netflix have changed how streamers access, discover, and feel about the content they watch. According to the report, the most valuable and largest segment of streamers are the Content Omnivores, named because they have the most varied genre interests and watch content across all platforms they can, including both traditional TV and streaming services like Netflix, Hulu, and Amazon. Representing 88% of streamers—and 61% of TV content viewers overall—Content Omnivores are hungry for content and the report indicates that today’s TV environment is delivering, driving increased viewing: six in ten (60%) of streamers in this study say that the quality of TV content is better than it was about five years ago and over half (55%) say they are watching more TV content now compared to about five years ago.
This content-rich environment, however, comes with its challenges: with over 500 scripted series expected for the 2018-19 season across broadcast, basic cable, premium networks, Netflix, Hulu, Amazon, and more, half of streamers (50%) report feeling that the amount of TV available today is overwhelming. What’s more, according to the report, nearly half (45%) say that they find it more difficult to talk about TV with other people because everyone is watching shows at their own pace now.
“The challenge today is that there is more and better content being produced, but platform fragmentation and on-demand viewing have made it increasingly challenging for networks and content creators to reach their audiences,” says Adriana Waterston, Horowitz’s SVP of Insight and Strategy. “The ‘long tail’ dynamics of the digital environment is a real conundrum for media companies. Digital expands opportunities to monetize content for a much longer window and to more targeted audiences, but with content costs increasing and ad revenue decreasing, success still needs to happen in the ‘short tail.’”
Artificial intelligence-driven personalized recommendation algorithms are helping to connect content with audiences in today’s digital environment: More than one-third (36%) of streamers frequently use personalized recommendations from streaming services to help them discover new shows. “But,” cautions Waterston, “AI-driven recommendations tend to drive long-tail viewing, not necessarily short tail, immediate success.” (view chart)
TV ads, word-of-mouth, and social media also remain critical, with 35%, 34%, and 26% of streamers, respectively, saying they frequently discover new shows to watch in those ways. There are key differences by age: For 18-34 year-old streamers, social media is as influential as TV ads (33% vs. 32%, respectively), while older streamers still rely primarily on TV ads and traditional channel surfing to find new shows.
The full report provides analysis of streamers 18+, as well as key demographic and viewer segments, including age, multichannel subscribers and non-subscribers, family households, and more. Additional analyses by Hispanic, Black, and Asian audiences will be published under separate cover.
For more information about the study, schedule an interview with an analyst, or to request specific data, please contact stephaniew@horowitzresearch.com, 914-834-5999.
About Horowitz Research
Horowitz Research is a leading provider of consumer market research specializing in media content, services, and technology. Founded in 1985, Horowitz Research provides an annual syndicated research subscription and a full suite of à la carte syndicated reports about consumer attitudes, behaviors, and relationships with media, telecommunications, social media, technology, and advertising. Horowitz also provides primary quantitative and qualitative consumer and market research for companies ranging from small start-ups to Fortune 500. The company’s expertise includes telecommunication services; traditional and new subscription pay TV services; digital media and platforms; TV and video attitudes, behaviors, and expectations; mobile apps; and consumer technology. For more information, visit www.horowitzresearch.com.