The last decade has seen tremendous growth in the TV space. With more content than ever before and an increasing number of methods to consume it, we are truly in the middle of a shift from linear TV to Total Video encompassing all screens and all streams.
Download your copy to learn about five key trends contributing to and shaping the continued evolution of television and the way we define and consume video.
As of May 2018, more than 14% of all TV households—or 16 million homes—have “over-the-air” (OTA) TV status, and that number is on the rise. As consumers look for more on-demand and cost-effective options, there has been a resurgence in this cable status segment. However, to really understand this trend you need to understand what OTA homes actually look like—who’s in them, and how they engage with media.
We’ve found that two prominent OTA segments are co-existing, with very different profiles and media habits. One type of OTA home has at least one SVOD service, while the other has no SVOD service. When we say SVOD, we are talking about the pay services, Netflix, Hulu (not Hulu Live), and Amazon Prime Video. The “No SVOD” homes tend to be older, more diverse and have a smaller median income, compared to the “Plus SVOD” segment, which skews younger, more affluent and more device-connected.
The number of OTA homes is growing, with more pronounced growth in recent years. The percent of homes without traditional cable (wired or satellite) has increased 48% over the past eight years, totaling 16 million homes as of May 2018.
Digital media by its very nature is easily correlated to online behavior and response metrics, whereas the impact of TV advertising and other offline media has been more challenging to measure.
Once confined to brand and awareness metrics, the world of TV attribution has now expanded to measure responses and assign value throughout the purchase funnel.
This paper, produced in partnership with The FreeWheel Council for Premium Video (FWC), focuses on that evolution by illustrating TV’s value in the marketing mix through a range of “real world” case studies from across the industry while also providing a comprehensive yet simple understanding of attribution.