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Nice infographic but this study by TremorVideo leaves out traditional TV (cable) viewing- I think this is a mistake.

Marketers and advertisers need the full picture to effectively distribute marketing dollars across multiple media.  Matt Silverman writes that “consumers have shifted their video consumption habits drastically in recent years — from cable to connected TV.”  The Tremorvideo study speaks for itself, video usage through ‘newer’ technologies is rapidly increasing, but by leaving out pay tv it tells an incomplete and therefore inaccurate story.  Consumers add screens, technologies, and services, not necessarily replace them.  We’re spending more time consuming media as a whole, it’s not like people are only watching Netflix and no longer tuning into cable programming.  In fact, “for all the video people watch on the web, it is still a tiny fraction of how much they watch on TV in terms of time spent. In a report put out yesterday on the State of the Media summarizing 2011 data, Nielsen estimates Americans spend an average of 32 hours and 47 minutes a week watching traditional TV. They only spend an average of 3 hours and 58 minutes a week on the Internet, and only 27 minutes a week watching video online. All those billions of videos watched online still only represent 1.4 percent of the time spent watching traditional TV.” Full article here.

watching video TV vs online

Online, mobile, and connected TV viewing replaces traditional TV video viewing for a small but loud segment.  For the majority of people however our addiction to screens continues to grow, and as the availability of content expands out social lives will proportionally suffer.

Marketers should ask how to place advertising to fight distraction and fragmentation not try to pick one screen over another.  The key to the future is the right marketing mix across all screens, across all behaviors, and across time of day.  Time of day warrants it’s own post but I think it’s the key to properly reaching people through connected devices.

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