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Technical evolution, new social models
and new business models are creating an increased flow of video
consumption away from traditional TV and towards new types of media
experiences. If the original way of watching TV was 'lean-back', or
'Sofa TV', then new ways of watching TV via different platforms and
multiple screens have added multiple ways of consuming video
content.
This has had a major impact on the
world of TV: the TV schedule is no longer the dominant structure
that controls how and what we watch. Publishing and business models
are rethought from inside the media industry and, as a consequence,
the media chain has become longer. TV's 'tail' - as defined by
Chris Anderson - is getting longer, creating competition for share
among new market players.
How will viewers
respond?
The way viewers consume and
interact with programmes and platforms will change in six key
ways:
1. TV sets and television:
catch-up TV is already here
Catch-up TV is already mainstream: 91% of the internet population
watch traditional TV during a 30-day period and 70% use some other
source of video supply, such as video streaming, downloading,
peer-to-peer, videos archived on computers or mobile devices.
2.
The internet doesn't replace TV it integrates it.
Traditional TV consumption will never be totally replaced by
audio-visual consumption on the internet or through other devices.
About 64 % of people watching TV in a traditional 'lean-back' way
or via some new consumption mechanism are in fact the same
individuals. The different modes of consumption simply represent
different moments in their everyday lives. Traditional TV
consumption and new TV consumption are complementary and the
combinations simply result in more active viewers: The consumers
watch programmes for the first time and, then, watch them again
online. Or the consumers might passively follow the TV schedule but
comment actively online.
The traditional Sofa TV viewers only
represent 30% of the internet-enabled population. 64% of the
population already consume both traditional 'Sofa TV' and Catch-Up
TV. The remaining 5% don't watch any kind of traditional TV
anymore.
3.
User video: popular culture drives creation and
consumption
Some years ago it was predicted that the internet would be invaded
by user-generated content. This prediction needs to be revised. The
circulation of user-generated material stems from (and chiefly
depends on) the vast amount of content created by the established
content providers, both in the form of clips recorded from the
established productions, comments on the content, parodies, remixes
and mash-ups.
Truly alternative content is limited
to 'viral' phenomena, which aspires to achieve five minutes of fame
in established media titles with niches of highly evolved
consumers.
4.
New consumption styles: snack, revideo, premium
Consumers are accessing new audio-visual platforms and content in
three key ways:
- "Snack" consumption:
Representing an audio-visual diet integrating traditional TV and
traditional content with material mainly coming via traditional TV
but also retrieved and structurally dismantled through new
platforms: YouTube, for example.
- Revideo or catch-up consumption
in its strictest meaning: Representing an audio-visual
diet that is less impulsive and retrieves video materials from the
established online platforms of publishers (not just TV
broadcasters). The content consumed is related to the TV schedule -
often only available for viewing for a limited time after the
traditional broadcast - or is related to themes that attract a lot
of public attention.
- Premium consumption:
Representing an audio-visual diet made up of high quality content,
that can be accessed in a flexible manner thanks to a paid-for
offer.
5.
It's not about the platform: content drives
consumption
Future conversations about media must be led by content not by the
means of reception. Because consumers can satisfy their need for
content and related information from so many sources, the content
they seek has to be considered the driver in most cases.
Nowadays, a viewer with an average
level of digital competency can find video news on traditional TV
on online news sites, on news aggregators on the internet and even
on their smartphone.
6.
New generation viewers disappear from the sofa
More than 5% of the internet population are not watching
traditional TV at all anymore. This is creating an emerging group
that consumes video content solely from alternative sources, not
from traditional TV.
Source: Catch-up TV, Italy
2010