Weekly Watch Times

  |   Research and Statistics

tdg-300x225It’s been clear for a while now that consumer behavior relative to how, where, and when people watch content online is changing, and a new study from The Diffusion Group (TDG) confirms those changes.

Let’s take a look at TDG’s numbers:

“In 2011 net-connected TV viewers watched, on average, just over three hours of online video per week; today this group spends almost 15 hours a week watching online video on their TV screens.”

What does that mean for broadcast viewing?  Here’s what TDG had to say:

“Broadcast viewing, once the default, now accounts for only 43% of weekly TV watching time, down from 59% in 2012.  Even the television platform itself has slipped from its viewing monopoly, as today only 60% of total video viewing time is spent in front of the TV, down from 74% last year.”

So what does that mean for the content community?

 From IVA’s perspective it means that broadcasters and content creators have a terrific opportunity to attract viewers to new shows by promoting to them where they are: online.

Nielsen’s “Live Plus Seven” program has demonstrated that viewers are increasingly prone to deliberately miss a new show on the broadcast date knowing that they can catch up later.  On demand viewing via VOD, mobile applications from the networks, and other online sites create the opportunity for binge viewing  weeks and even months after initial broadcast.  But it’s easy to forget about that new show you wanted to watch – unless the video promotion is out there to remind you about what you want.

IVA’s TV previews are the fast growing part of our business, and the changing behavior of today’s viewers is part of the reason why.