Will Dramatic Shifts in Viewing Habits Be Death Toll for Traditional TV?
By Karla Robinson
October 23, 2012
October 23, 2012
- The TV industry could be on the brink of collapse, Business Insider writes. Viewing habits are changing drastically, which spells trouble for TV’s traditional advertising revenue and pay subscription model.
- “The explosion of options for digital entertainment — some of which, importantly, are viewed or otherwise consumed on TV screens — will gradually bleed away the attention that was once devoted exclusively to traditional TV,” suggests the article. “At some point, just as it has with newspapers, this dwindling attention will be noticed by the folks who pay all those massive TV industry bills — advertisers and consumers.”
- The widespread adoption of HDTVs looks promising for the TV industry, but other devices — like smartphones, tablets, and wireless laptops — have been pulling eyes from TVs. Consumers devote less attention to their TV sets as they delve into the second screen experience.
- Additionally, the television isn’t being used for the same purposes as in years past. “Specifically, they spend less time watching traditional ‘TV’ and more time watching streaming video, watching time-shifted video (DVR), and playing video games,” the article states.
- Gen Y is especially representative of these changes, showing the largest deviation from traditional viewing and having the highest percentage of streaming video.
- “Traditional TV viewership is changing. None of the changes are good for the traditional TV industry,” comments BI. “Someday, if attention keeps shifting, the money will follow.”
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