La tv oltre la tv
While TV’s place as the preeminent channel for Americans to watch video content remains safe for now, the PC is slowly encroaching on the TV’s dominance, capturing an increasing amount of screen time among those who download or stream video online, according to a new study by Ipsos Media.
The percentage of video consumed on a TV among video downloaders and streamers declined from 75% in February 2007 to 70% in February 2008 – a small, yet significant drop in overall ‘share of screen time’ with the growing contingent of digital video users. In addition, the percentage of total screen time captured by movie theaters also declined significantly in the past year.
Streaming video online has become an activity many Americans aren’t just experimenting with, but enjoy on a regular basis. About half of all Internet users aged 12 and up have streamed a video file online in the past 30 days. The growing sophistication of home PCs, as well as the ubiquity of high-speed Internet connections in the home and outside, really facilitated the experimentation process with the digital video medium, and subsequently caused many to adopt the PC as a channel they rely on for video entertainment
Coinciding with the drop in these more traditional channels’ share of screen time is an equally significant year-over-year gain in overall screen time for the PC, which nearly doubled its overall share (19%) with digital video consumers since early in 2007 (11%). Today, among the 52% of American’s age 12+ whom have ever streamed or downloaded a digital video file online, about one out of every five hours spent watching movies, TV shows and/or other types of videos is done so on a PC. Perhaps just as interesting as the PC’s ascent in video entertainment is the relative lack of growth in the overall share of screen time being allocated to other, more portable video devices such as portable DVD players, digital media players and mobile phones.
Wright goes on to explain why growth in share of screen time with portable devices may be limited. While the number of device options are growing for consumers to access and watch their favorite video content, what isn’t necessarily changing is the location where we enjoy this video content – our homes. This, combined with the growing demand for digital video content, is why we’re seeing the shift in share of screen time away from traditional video channels to the PC right now.
Forte crescita del tempo speso on line per fruire di audiovisivi di rete
The overall phenomenon of watching more video content on a PC is not isolated or driven by a few select demographic groups, but rather is relatively consistent across all age groups and genders. In contrast, watching video content on other portable devices is a niche activity for most adult digital video users – many of whom have invested in outfitting their living rooms with HDTVs and subscribe to cable or satellite television. Teens aged 12 to 17 are the only age group that is watching a greater percentage of their video content on portable devices.
Not surprisingly, teens also experienced the largest drop in the share of screen time they devote to the TV. However, what’s not known is whether their greater reliance on portable video devices is simply a life stage trend these younger digital video users will outgrow as they age. The uniformity of the trends observed with share of screen time among digital video users really underscores a much larger implication for the video entertainment industry: consumers who are engaged in video downloading and streaming today are indeed developing a more diverse set of needs with how they access and manage the their preferred video content.
New video playback devices, such as the Apple TV and Roku’s Netflix Player, are coming onto the market specifically trying to bridge the gap between traditional viewing habits and the growing demand for more convenient access and management of digital video content. We really see these share gains in non-traditional video channels as not simply an isolated, generation-driven market effect, but rather a large macro-trend in the way consumers want their video content delivered that those in the entertainment industry should increasingly be paying attention to as we look forward to the rest of 2008 and beyond.
Cambia la dieta mediatica delle nuove generazioni che stanno decretando il successo di piattaforme come Sidereel, che propongono nuovi modelli per fruire i programmi televisivi in rete. La tv torna ad essere un medium sociale, ma in modo nettamente diverso dal passato.