The transition to digital marketing is still a huge challenge for many legacy marketers, so when they gain access to additional budget they choose to spend it on media that’s within their comfort-zone. That often translates into spending more on television advertising.
Global TV ad expenditure will reach $236 billion in 2020, up by 38 percent ($64 billion) from 2013.
Rosy forecasts for consumer use of 4K or Ultra-HD video are overly optimistic, says TDG. While 4K will ultimately reach the mainstream, it will be a niche market for five years, with widespread viewing of 4K content arriving in 2019.
OTT streaming video will be the short-term driver of 4K, and pay-TV operators will likely follow.
With 19% of millennials living without pay-TV and 98% of those saying they have no intention of getting it, pay-TV providers are in for a tough time convincing them otherwise. These young viewers have grown up in the interactive world of the Internet and mobile phones.
The passive television experience is simply not interesting to them.
Now that the Web has made multi-platform programming possible, content creators like AMC, Scripps and Bravo are finding more clever ways to keep those viewers around.
“Transmedia storytelling has upped our network to an entirely new level, and it’s about platforms,” says Lisa Hsia, EVP digital for Bravo.
Traditional TV is a lower priority for young people in the UK. Only 3 percent of 16 to 24-year-olds said live programming was the activity they would miss the most. Meanwhile, more than a fifth said text messaging would be the most lamented.
Young British people are also watching less television than they used to.
Since the end of the depression in 2009 typical U.S. family income has fallen 6% in real terms. During the same period the amount paid by consumers for pay-TV has increased in price between 12%-20%, and programming costs much more than that.
Under these conditions an economic cord cutting increase looks to be inevitable.
Digital video in the Nordics will account for more than half of all home video spend this year — making it the first market to reach the digital tipping point. Overall, the global installed base of TV-centric connected devices surpassed one billion units in 2013 and will exceed two billion by 2017.
Global ownership of personal devices has soared from 2.8 billion in 2013, and on track to reach 4.4 billion by 2017.
The U.S. news machine, confused about its mandate, has faltered. Big stories are often missed. Huge swaths of the world are forgotten or shrouded in myth.
The news both creates these myths and dispels them, in a pretense of providing us with truth.
North American over-the-top (OTT) video spending continues to grow as we go through an era where individuals address their viewing needs through on-demand services across multiple connected devices.
OTT video market was up 47 percent totaling $8.9 billion in 2013. By 2019 it will more than double to $18.1 billion.
“East Los High,” the trailblazing, addictive and hugely popular Hulu original series, uses a range of digital media platforms to involve its audience in the lives, scandals and emotional traumas of Latino students.
Many experience its transmedia content, which is found on characters’ vlogs, extended scenes and websites.