The press might be enamored with OTT, but that doesn’t mean consumers are ready to give up live TV viewing. Your advertising clients should know that the vast majority of TV viewing is done live, and people are primarily watching traditional programming. This information comes from the 2017 U.S. Cross-Platform Future in Focus presentation produced by comScore.
Total TV viewing time breaks out as:
- Live TV 84%
- DVR 14.9%
- Video-on-Demand 1.1%
These statistics change a bit according to the type of programming being watched. For example, up to 29% of drama content is not viewed live, but is instead watched during the 15-day period following the first run. The thriller/horror category is mostly likely to be time shifted – up to 46% of the content is viewed at a later time. On the other hand, only 10% of sports programming is viewed with a DVR after the event ends.
Analysts also found that live TV draws an older audience. Consumers aged 55 and up spend the most time with the format, while younger viewers are more apt to watch OTT or time-shifted programming. Despite having the technology to facilitate a variety of TV viewing options, consumers with both kinds of capabilities only watch 1 hour of OTT content for every 5 hours and 28 minutes of live TV they consume.
Your clients need to know that their TV ad buys are not being wasted. The majority of consumers still gather around the TV set in the evening. While they may be dual-screening with their tablets or smartphones, consumers are watching the TV as well. Very few consumers time-shift content like sports or news reports, so media reps can pitch these spots to marketers who want to reach their target audiences with same-day messaging. In addition, only 15% of consumers time-shift comedies and movies. Advertising during these types of programs can also help your clients connect with consumers.