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Examining ten years of TV watching shows a constant change, affecting even now the oldest tv viewers.
TV viewing is declining now among all age categories, not only the youngest: young adults (18-24 years old) seem to have eroded their audience by 60% since 2010 but the other categories have also lost between 10 and 40 % during that 10-year period of time.
People Using Television (PUTs), according to Nielsen data, shows a constant decline, even now, since 2019 for people over 55. That is the observation of the UBS.
People obviously use more and more digital alternatives (like Netflix or Amazon). Out-Of-Home (OOH audiences) is also growing slightly (source : PQ Media).
If this trend is confirmed in the years to come, the economy ofAmerica television is going to change seriously, affecting advertising investments. Then, it is not the television set which is in question but the vehicles to watch it on.
Conclusion? The networks need to change the way they work, and quickly.
2 commentaires:
I agree with this article's conclusion. TV programs still have success, it's the support (TV screen) that is being abandoned by viewers, if I was working for a TV channel, I would advise to develop TV replay services more.
The networks need to change the way they work for sure but it is a tricky thing to do. I can't help but wonder if it's not too late already ? I don't see them fighting the SVOD platforms directly on their field so they must find a value proposition that is a bit different to attract the youngest generations. What can that be ? Their future is for sure very blurry right now.
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