Disney, Turner, and Comcast media executives speaking at the Elevate Video Advertising Summit in New York agreed the industry is two years away from 75% of TV content being available online and on mobile devices.
Furthermore, the networks are predicted to be almost "completely agnostic" about where and when their video content is being viewed. (via AdWeek).
There are a number of related developments riding on, and fueling, this trend. Most recently, as one example, Netflix removed the caps on how many devices consumers in one household could stream its content, to 50 from five. "It's not crazy to think that many families that use Netflix already have ten devices in their home today that stream Netflix content," writes the Streaming Media blog. Between a family of four you could easily have six mobile devices (phone/tablet/iPod), three computers and two to three other devices like game consoles/Roku/Apple TV and broadband enabled TVs/Blu-ray players/STB. Also consider the recent flurry of TV-focused "second screen" apps, such as GetGlue, Miso, Philo, AdaptiveBlue, Loyalize, Watchpoints, Tunerfish, and TV Check-In prompt viewers, another AdWeek article points out.
These encourage viewers to "check in" to whatever they’re watching and share the news with friends on Facebook and Twitter. Given universal TV's inevitable ubiquity, expect research into how people are consuming video content - specifically on what type of screens and when - to become ever more important. Specifically, advertisers and market researchers are taking note of consumers' tendency to use multiple screens - their smartphones, their TVs, their laptops or tablets - at the same time and trying to parse just how to place ads at the right moment. Yahoo! Insights found that mobile traffic spikes whenever major TV events - such as live awards shows and sports competitions - take commercial breaks.
Chevy tested this concept during the Super Bowl, using OneRiot’s newly-launched social targeting service for mobile ads. Demand Media's acquisition of live-blogging platform CoveritLive may have been driven by this trend as well, as it facilities the interaction of third-party sites with their audiences around real-time events.
By Age, Gender
New research suggests that these viewing patterns are segmented by age and gender. A recent 24/7 Wall St./Harris poll on Social Media found that among online U.S. adults, two in five say they have gone online or utilized social media to comment, post, watch or read something about a television show or program (43%).
Among these 80-some million people, a third say they have done so after watching a TV show or program (33%) and fewer say they have done so either before watching (18%) or while watching (17%) a TV show or program. Three in ten of those 18-34 years (31%) say they have gone online to do these activities while watching a TV program, compared to very few adults 55 and older who have done the same (5%). Adults 55 and older, on the other hand, are most likely to go online after seeing a TV program (22%) if they are going to go online at all.
