According to the 2017 Conquering Content study conducted in October by Hub Entertainment Research, online streaming services have overtaken TV set-top boxes as the primary place where consumers watch programming. While services such as Netflix and Amazon have been steadily gaining viewership over the past several years, this is the first time a study has shown they are more popular than traditional TV.
The study revealed that 52 percent of respondents watch their favorite show on an online service, compared to 48 percent who watch on a traditional platform.
The shift seems to have occurred due to the significant investment in original content from online streaming providers, like Netflix and Amazon, which has greatly increased competition and drawn viewers away from traditional cable TV.
This year, 29 percent of respondents said their favorite show was on Netflix, compared to 14 percent in 2014. Likewise, live viewership is trending down, with 31 percent of respondents saying they watch their favorite show live, compared to 45 percent three years ago.
So, what does this mean for direct response marketing? As the landscape of traditional TV continues to change, direct response marketers must evolve and integrate emerging media channels into their strategies. That means reaching consumers no matter where they are watching. Incorporating marketing efforts that target viewers on online streaming platforms is no longer an option, but a necessity.
At Diray, we are constantly monitoring the media landscape and adjusting our approach to capitalize on new opportunities. We provide an integrated media mix that includes the latest media trends in order to maximize ROI for our clients.
For more information on how Diray can help you reach consumers no matter where or when they are watching, contact us today.
During our 30th anniversary year, Diray will feature blogs that look at where we have been, where we are, and where we think the industry is going.