One in three TV viewers becomes an "On Demander" bypassing traditional viewing

How much traditional TV are people watching? Media Research firm Say Media reports that one out of three people in the US has given up watching live TV for Internet TV and time-shifted video.

Consumers are spending less time with live television and more time with online content as well as time-and-device-shifted premium video content. This group is young, educated and affluent – and are increasingly difficult for marketers to reach through traditional broadcast media.

The researchers identify two groups among those giving up on live TV:

"On Demanders"

• -Watch less live TV than a year ago and more     streamed video content
  -Are young, educated, affluent
  Own 5.4 devices for streaming video
  -Consume 30 hours of video content weekly
  -Are least receptive to TV, online and mobile ads

"Opt Outs"

-Do not watch live TV
Are younger (30% are 18-24), live in urban areas
-Get their video content time and device shifted
-Own 3.9 devices for streaming video
-Are most receptive to mobile and online ads

Most people I know are viewing more online and mobile video, which really did not exist just a few years ago, but the results of this study seem a little extreme. I'm a little suspect of the results...

Say Media, previously Videoegg, is a rich media advertising network that delivering over 100 million uniques in 400 leading video, gaming and social network sites and applications. Clearly they have lot invested in our believing that video TV viewing has moved on to new media platforms.

According to the methodology, findings are based "a passive behavioral analysis via comScore's opt-in panel, of 1,159 Internet users" as well as eight interviews with "Off-the-Grid households" in Chicago and San Francisco." 

While a comScore panel is highly credible source, I believe that someone opting onto one of thier research panels is going to be more advanced in their media consumption that the average user. 

For that reason I'm suspect of the claim that a third of all TV viewers are "off the grid" of traditionl  TV viewing. 

But another findings might be more important that the overall numbers for media sales issues: the qualitative aespects the viewers. Even if comScores panels have more new media enthusiasts than an average sample of Americans, the groups with the panel will likey still maintain their characteristics. 

For me this finding is the most important:

 

Media buyers and sellers take note. Some of the most important TV demograpics are slipping away from traditional TV viewership.  

 

Read more findings from the study at Marketing Profs 

 

Comments

[Xxx Cams]

What i dоn't understοod iѕ in truth how you're nоt really a lot morгe neatly-liked than you might be right now. Yοu're so intelligent. You know thus significantly in thе case of this subjeсt, produced me individually consider it from numеrous vaгied angles. Its like women and men aren't interested unlеss itt is οne thing to do with Lаdy gagа! Your individual stuffѕ outstanding. At all times dеaal with it up!

[http://nordseebrieftauben.de/]

My brothеr suggested I might like this web ѕite. He was entirely right. Thhis post truly made my day. You can not believe ϳust how a lot tine I hhad spent for this info! Thanks!

[savebraddock.com]

Nіce post. I was checking constantly thіs blоg and I'm impressed! Extremely useful infoгmatiοn particularly thе last part :) I care for such information muсh. I was seekіng this particular info for a long time. Thank you and good luck.

[http://www.summer-top.com/index.php?a=stats&u=thurmantaverner]

ӏts not my fiгѕt time to go tо ѕeе this web page, i am visiting this site dailly andd οbtain pleasant data from heгe everydaу.

[tiara.co.nz]

Way cool! Sοme extremely valid pointѕ! I appreciate you writing this artіcle and the rest of the site is really good.

[http://www.postingme.com/VadaD42]

Gгеate pіeces. Keep posting such kіnd of info on your site. Im really impressed by your site. Hey there, You have performed an eexcellent job. Ӏ'll definitely dіgg it and for my part suggest to my friends. I am confident they'll be benefited frοm this site.

[business advantage gold]

Thanks for the good writeup. It in truth used to be a enjoyment account it. Glance advanced to more brought agreeable from you! However, how could we keep in touch?

[Business Advantage Gold]

I know this if off topic but I'm looking into starting my own weblog and was wondering what all is needed to get set up? I'm assuming having a blog like yours would cost a pretty penny? I'm not very web smart so I'm not 100% certain. Any suggestions or advice would be greatly appreciated. Cheers

[ceinture lacoste]

ore findings include:

1. Active Podcast consumers are mobile media consumers - and content creators and advertisers alike should continue to take advantage of that fact

2. Active podcast consumers are not receptiv

[nike free 5.0 women]

Great job heb ik genoten van Rage-Gameplay Trailer | Watch Video Games: The Gamer's Video Blog. Het was goed. Ergens Bekijk mijn blog, het allemaal over Oviedo, Florida Real Estate.

[summer]

http://10amshop.com

[jordan shoes]

Very happy to see your article, I very much to like and agree with your point of view. Thank you for sharing. At the same time,i love best pram very much .Welcome to look at my website and blog articles.Hope we can become good friends, and exchange and to help each other! Thanks!!

[Clark Adams]

A lot of content which can be seen on TV can be seen on the Internet. That can be considered as one of the factors that has led to less people watching TV. How did they conduct this survey, by the way?

[Virtual Data Room]

Yes, you are pretty right that consumers are spending less time with live television and more time with online content as well as time-and-device-shifted premium video content. This group is young, educated and affluent – and are increasingly difficult for marketers to reach through traditional broadcast media.

[Substituição de Vidro Automovel]

This is very important you will need an account just for the business to pay for business expenses.

[all womens talk]

Due to Social networking. Many youths spend less hours on televisions than social networking sites. For this reasons Media sellers planned to air more interesting movies and entertaining shows than before. Youths engaged on this was discovered to be more timid to those who spend less on social networking activities. Alarming fact.