[opendtv] =?utf-8?Q?Re:_[opendtv]_R2C_Group:_Old_People_Arenât_the? =?utf-8?Q?_Only_Ones_Watching_TV?Date: Fri, 14 Aug 2015 10:20:32 -0400
- From: Craig Birkmaier <craig@xxxxxxxxxxxxx>
- To: "opendtv@xxxxxxxxxxxxx" <opendtv@xxxxxxxxxxxxx>
On Aug 13, 2015, at 9:37 PM, Manfredi, Albert E
<albert.e.manfredi@xxxxxxxxxx> wrote:
Craig needs to read this and pay attention. It says, in short, TV programs
are still be watched, but not by appointment. Both points that Craig finds
problematic.
It says nothing of the sort. It says that online viewing tend to be additive to
traditional TV viewing.
As usual, Bert cherry picks a few paragraphs and misses the Forrest for the
trees.
For example, the article states that 87% of Millennials subscribe to a MVPD
service - that's higher than the 80% for the entire population.
"Live TV Viewing: Traditional TV viewing — live or as scheduled — has been
declining across all age groups, but remains stable for the 50 to 64 segment,
according to the Nielsen Cross-Platform Report (Q2 2012-2014)."
Yup. Exactly what you would expect when the same shows can be viewed on demand.
It also says, which sounds quite wrong:
"Millennials have not abandoned linear TV — 87 percent subscribe to a pay-TV
service – although they are slightly more likely to have “cut the cord” than
non-millennials."
My bet is, they are counting millenials subscribed to an MVPD's broadband,
not their TV service. We've seen the numbers, and even with 6 year old
household number stats, it's more like 81% overall. So it's doubtful that
millenials use MVPD TV more than the overall population.
We have also seen that Millennials use other people's authentication
credentials to access MVPD content rather than subscribing to a MVPD service.
The reality is that there is room for both linear TV via MVPDs and add on OTT
services like Netflix. The second paragraph of the article states this nicely:
But contrary to what marketers may think, the use of multiple devices is not
drawing consumers away from traditional TV. Consumers are not replacing
traditional TV viewing with streaming video, they’re just adding to it. Smart
marketers, meanwhile, know not to target the entire TV audience. They’re
strategizing to reach just a portion of it, and the rates they pay are based
on the defined target audience.
Regards
Craig
----------------------------------------------------------------------
You can UNSUBSCRIBE from the OpenDTV list in two ways:
- Using the UNSUBSCRIBE command in your user configuration settings at
FreeLists.org
- By sending a message to: opendtv-request@xxxxxxxxxxxxx with the word
unsubscribe in the subject line.
Other related posts:
- » [opendtv] =?utf-8?Q?Re:_[opendtv]_R2C_Group:_Old_People_Arenât_the? =?utf-8?Q?_Only_Ones_Watching_TV?Date: Fri, 14 Aug 2015 10:20:32 -0400 - Craig Birkmaier
