The lines between desktop, mobile, TV and film are beginning to blur as the various platforms are often more distinguished by differences in use case than by the underlying technology. As a result, there are a new host of issues and solutions facing marketers and publishers.
Sorting through the myriad options for advertising opportunities can seem overwhelming. As brands shift budgets from linear TV to digital video, they are faced with decisions about what platforms work best, what publishers to partner with and how to assess campaign success in a fragmented, evolving media landscape.
Instead of spending nearly $1,000 over four years to lease a set of behind-the-times boxes, American families will have options to own a device for much less money that will integrate everything they want — including their cable or satellite content, as well as online streaming apps — in one, easier-to-use gadget.
Netflix continues to grow its user base in the U.S. market, with 126.9 million people expected to use it this year. That equates to 67.9% of OTT video users. Among the OTT service providers, only YouTube has more users than Netflix—176.1 million, which equates to 94.3% of OTT users.
The lines between desktop, mobile, TV and film are beginning to blur as the various platforms are often more distinguished by differences in use case than by the underlying technology.
As in the US, where live TV viewing sank 8% in the 25-34 year olds last year, younger people in the UK are also shifting their viewing online. The 25-34 year old UK viewers watched 7% less television last year. UK youth has also adopted the smartphone as their device choice.
Why are traditional pay-TV services being disrupted by alternative lower-cost video entertainment services? Perhaps it’s due to the apparent ease-of-use in searching for something to watch.
Source: Digital Lifescapes