Online availability of TV shows drives growth in the US: Study

MUMBAI: As TV networks struggle to find the right balance between digital and traditional access to their content, new research from Knowledge Networks, a GfK company, shows that online access wins favour with US consumers in ways often overlooked by standard metrics.

The study, ‘TV‘s Web Connections 2012‘, is conducted annually to track the interplay between on-set and online interaction with TV network content.

Topics covered include the use of TV-related (network and program) websites, differences between "streamers" and "downloaders" of TV network content, favourability toward advertisers and sponsors of online TV content, and interaction with that content via social media and smartphone apps.

Knowledge Networks senior VP client service David Tice said, "The gains from making TV content available online are significant and growing, but they may pass under the radar of traditional metrics.

Few advertisers would pass up the chance to be seen more favorably by consumers; yet that benefit may be missed if we are focused solely on metrics such as audience size.

To truly understand the ROI of online content, we need subtle, more expansive measures that reach across digital platforms."

Results from the latest wave of the study – conducted in November 2011 among 1,505 Internet users on KnowledgePanel – indicate that, among streamers and downloaders of TV network video:

  • 42 per cent say that the availability of this video makes them think more highly of a TV network – up from 30 per cent in 2008.

  • 22 per cent report they would never have watched some shows if they were not accessible online, compared to 10 per cent in 2008.

  • 20 per cent say that they spent more time watching a network‘s content after it became available online, up from nine per cent in 2008.

The new study also shows that, among streamers, TV network sites are the preferred source of network content, cited by 57 per cent of those who watch streaming network video.

This compares to 37 per cent who cited non-network sites (such as Hulu) as their preferred source.

Downloaders are more likely than streamers (30 per cent versus 20 per cent) to say that they spend more time watching TV network content after it becomes available online.

The availability of online TV network video – full episodes or clips – is the best website feature for increasing programme involvement and sponsor consideration of frequent supermarket and drug store shoppers, the study said.

Latest Reads
HAL Robotics ropes in Navanit Samaiyar as board member and advisor

MUMBAI: HAL Robotics has roped in Navanit Samaiyar as its board member and advisor. Samaiyar has a record of setting up, scaling and transforming businesses across a very wide cross section of industries spanning from IT/ ITeS to steel, telecom, engineering goods, earthmoving machinery, logistics...

Technology Hardware Components
Republic TV launches Android app

MUMBAI: Republic TV is on a roll. From rocking the ratings chart in launch week itself to going international, the channel has added one more accomplishment to its kitty. The Republic TV Android app is now live.

Technology Software Applications
STB cos in India, China enhancing features, providing customised solutions, Technavio enlists top vendors

MUMBAI: The global STB market is characterised by intense competition as the market is saturated in developed countries. The market share of these players is declining because of the entry of new players. The STB companies are enhancing the features of STBs and providing customised solutions to...

Technology Hardware Set-top Boxes
India's PFT Clear Media ERP suite to help US' PBS content delivery

MUMBAI: Prime Focus Technologies (PFT), the technology arm of Prime Focus, announced that its CLEAR™ Media ERP Suite has been selected by Public Broadcasting Service (PBS) to enhance their Network Operations Center (NOC) ecosystem efficiencies and sustainability, with the objective of reducing...

Technology Software Applications
Broadcasters, OTTs to gain as Via adds xHE-AAC at special rate

MUMBAI: Via Licensing Corporation, a intellectual property solutions provider, has announced the upcoming availability of Extended High Efficiency AAC (xHE-AAC) as part of the Advanced Audio Coding (AAC) patent pool. The expanded patent pool licence will be available at no additional cost to...

Technology Software Applications
Tata Comm to deliver Motorsport videos on global devices

MUMBAI: Tata Communications will now deliver video content for viewers' all devices over its global network. The two have partnered to power the growth of the network’s internet television platforms.

Technology Software Applications
How to create live video content sans pros, convert radio broadcast into visual show

MUMBAI: ChyronHego will be showcasing its live production, automation solutions at Broadcast India show in Mumbai in mid-October.

Technology Software Applications
Sony renews IP licence deal with TiVo

MUMBAI: TiVo Corporation, a leader in entertainment technology and audience insights, has announced that Sony Corporation, a leader in consumer electronics, has renewed its multi-year intellectual property (IP) licence agreement. The license to TiVo’s patent portfolios covers all of Sony’s...

Technology Software Applications
Digital TV, growing telecom major drivers of coaxial cable growth in A-Pac: Study

MUMBAI: The global coaxial cables market is mature owing to the use of coaxial cables in industries for a long time and the slow or stagnant product innovation.

Technology Hardware Components

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories