Why the viewers have stopped watching traditional television?


The viewer's behaviour has changed radically when they are watching television. This, along with the massive quality offer by the social platforms, has made the audience numbers dropped drastically and the traditional television is no longer the first option to consume video content.

Nowadays traditional television has been the central device for millions of homes around the world to be informed and consume entertainment content. We talk in the past, because television has come second, not only by the evolution of the viewers behavior, and for the recent increase in digital and social platforms.

The evolution of audience behavior. 

Currently the viewers are more connected than ever via their cell phones. Either through apps, platforms, social networks… where the interaction is bigger and the generated content stimulate the viewer's experience. That’s why television networks have to be reinvented and avoid offer the same content in a traditional and digital form. But should seek digital complementary actions.

One of the consequences since the viewers stopped watching traditional television, has been reflected in the advertising investment data that confirm the economic amount invest in television has decreased considerably and Internet is now where more money is invested in advertising format.

If you want to adapt to the new consumers, we invite you to download our free guide on how a media can benefit with the UGC video through the sponsorship of the brand.

 

Real study of spectators behaviour

Google knows very well the new spectator behaviour and has collected all data in a study, they confirmed the majority of the audience use the television to watch content video online  available on internet. It means, the screen TV is used  to enjoy the online content whether through Apple Tv, Chromecast or similar applications.

This study highlights the new use that is given to television screen, as 2 out of 3 viewers admit that they use television to watch YouTube or any other social platform. This behaviour is associated with the use of television has decreased by 20% compared the use of laptops and tablets. **

 

The decline of viewing content through television 

To this viewer behaviour we must added the viewing of online video content has been a key piece in the decline of the use of television, this has been the only one media that has been dropped more than 10% in the last two years and the programs and films  consumption has dropped by 13%. Instead digital platforms such as Netflix or HBO viewers have raised considerably.

“87% of the viewers ensure that they use their cell phones while are watching traditional television content”

Accenture says we are witnessing a non stop decline in viewing of the traditional television, as the viewers can access easily and quickly to digital platforms for a mobile device while they can enjoy a large amount content in quality video and in addition, remarked that the viewing experience is the next step in the television digitization.

 

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About the writter

Maria Corrales - Content & Inbound Marketing Manager HITSBOOK