TV is not dead! Watch time does not fall but rises, streaming media + TV becomes the future...

Streaming video service provider Netflix is ​​now in full swing and currently has 57.4 million paying subscribers worldwide.

With the gradual decline of the traditional media in the new media, has TV gradually been declining under the pressure of the prevalence of online streaming video services?

This is not the case. The American audience still spends a lot of time watching TV, but at the same time streaming services are also rapidly developing.

With regard to the development of the US television industry and streaming media services, Morning Consult conducted a survey in the first half of the year and reached the following conclusions:

TV will not die, Americans still keen to watch TV

According to SoundVision, 80% of U.S. households have at least one television and 34% have two televisions. Forty-nine percent of Americans said they spent too much time watching television.

According to AC Nielsen, Americans watch TV on average about 3 hours and 46 minutes a day. In other words, by the age of 65, each American will watch television for a cumulative period of nine years.

Nielsen conducted a global survey last year, and data showed that 68% of global network respondents said they did not plan to cancel television business services.

In the Asia-Pacific region, 44% of respondents said they plan to cancel television services and use only online video services.

In Latin America, North America, and Europe, 24%, 22%, and 17% of respondents have plans to cancel television services.

However, according to follow-up surveys, only a small percentage of people actually canceled TV services.

Megan Clarken, chairman of NielsenProduct Leadership, stated that "the current media environment is more complex and the increase in demand for video service providers gives more opportunities to all participants in this media environment.

For advertisers and content providers, if they want to achieve better development in the fast-changing media environment, they need not only to understand the changes that the user sees in the video, but also to understand the reasons for the change. ”

Is streaming media + TV the trend?

80% of U.S. households have broadband networks, so TV-connectable video devices such as Roku, Amazon Fire TV, Apple TV, and Google Chromecast, and game consoles are all in rapid development, and both coverage and usage continue to grow. .

This combination of online video services and television represents a change in people's habits of watching TV. This will also lead to changes in the services provided by media companies.

Today, more than 23% of U.S. households own digital streaming video devices such as Amazon Fire TV, Apple TV, Google Chromecast or Roku, which is a 19% increase compared to June 2016.

Of these brands, Roku and Apple TV have the highest penetration, followed by Amazon Fire TV and Google Chromecast.

In terms of viewing time, in January 2017, 18% of U.S. households (that is, 21 million U.S. households) spent an average of 15 days a month using the above-mentioned four types of streaming media.

In these days, users can use an average of three and a half hours. Because smart TVs have built-in broadband connectivity, they are also more popular with users.

In January 2017, U.S. households spent more than 20 days per month using smart TV applications, with an average of more than two hours per day.

Users have more and more platforms and devices to watch video content, but the advantages of TV are still obvious.

At the same time, streaming media devices that can be connected to TVs also represent a new trend of development that allows more content to be put on television screens.

Corresponding to this development trend, traditional media companies and streaming media service providers have begun to develop high-quality products to meet the trend of video content development and meet the needs of users.

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