Fragmented video viewing to drive broadcast, cable moves

DetailsMichelle Clancy | 15 July 2015

With the ubiquity of media devices and screens, media consumers are now watching an astounding 8.25 hours of video every day, says media industry research firm SmithGeiger and streaming TV company Net2TV.

But viewing is increasingly fragmented, with consumers spending more time watching streaming videos and programmes on digital devices, and less time watching traditional TV. Indeed the data reveals that 18- 34-year-old millennials are spending only 18% of their video-viewing time watching traditional broadcast and cable TV. A full 61% of their overall viewing is being done on digital devices (eg, computers, tablets and smartphones).

For older adults, ages 35-44, real-time viewing of broadcast or cable TV is only slightly more accounting for 27% of their total video-viewing time.

"This survey confirms that audiences are making streaming video an increasing share of their total news and entertainment consumption," said Seth Geiger, president and co-founder of SmithGeiger. "The results also show that habits are changing rapidly, and that every age group is participating in that shift."

The shift to non-linear content on digital platforms includes both long-form programming and shorter 'snackable' videos, the research said. The survey results indicate long-form programming maintains its popularity, but is increasingly shifting to non-linear platforms. Media consumers are routinely watching content as long as 30 minutes on smartphones and tablets, and for longer than an hour on tablets and connected TVs. This is consistent with Net2TV's measured viewership numbers that show 96% completion rates for shows on its Portico TV app.

"As our partners know, online audiences behave a lot like television audiences as long as the programming is engaging, well produced and delivered without buffering and stuttering," said Jim Monroe, co-founder and senior vice president of Net2TV.