Good Content is Good Content: Choice is the Driving Force Behind Changes in TV Viewing Habits
TV is a great word, and it used to be easy to define. Consumers today, however, use the word “TV” interchangeably when referring to all types of video content and have effectively changed the definition of what television is in the process. The vast access of content and nascent technology are revolutionizing how consumers view TV today. According to the most recent Nielsen Total Audience Report, more than two-thirds of U.S. homes have access to a subscription video on-demand (SVOD) service, giving people increased content choice and “channel” options.
But technology hasn’t just given us new platforms. It has also given us new ways to tap into platforms, and that’s effectively changing the ways in which we classify TV households. While three-fourths of U.S. homes use a traditional cable or satellite provider to access content, consumers are turning to over-the-air (OTA), internet-only or virtual cable providers to get content to their TV glass.
On the heels of releasing the latest Nielsen Total Audience report, Peter Katsingris, SVP of Audience Insights at Nielsen, discusses how the definition of TV has changed over the years, the fanfare over streaming services and the impact of the on-demand lifestyle of consumers.