YouGov Insights: COVID, Streaming and the Blurring of TV Dayparts

As we await the results of fall sweeps and social media chatters about The Queen39s Gambit and The Crown I want to dive a bit deeper into how and when we39re watchingTV Still Dominates But Cord Cutting ContinuesThe majority of Americans still watch traditional TV especially in older age groups Twothirds of 1834 yearolds watch traditional TV which increases steadily with age to nearly nine in ten among 65 yearoldsEven with TV viewership up during COVID the shift to streamingonly households continues especially with consumers under 50 yearsold We see doubledigit yearoveryear growth in consumers who only stream video contentMarketers should no longer be questioning the usefulness of TV and streaming these days Instead they should be asking What should be my investment mix across the two and how can my brand be present on adfree streaming platforms via sponsorship andor product placementMore People Streaming and More Time Spent StreamingThe streaming story is more complicated and interesting than just the slow march of cord cutting The majority of Americans watch TV and the majority also stream video The simple reality is consumers enjoy options Streaming video appears to be approaching saturation among adults under 50 but is growing notably among adults 50 Almost half of adults 65 and older are now streaming contentNot only are more people streaming video but we39re spending more time watching streamed content Compared to the same time last year we39re spending 12 more time or about an extra halfhour per week watching streamed content This holds true among streamers across all age groupsTrue be told Netflix has spoiled us We enjoy the flexibility to watch anything anytime even when we39re home all the time and streaming services are investing a lot in bringing us content we want to watch Access to the content we want when we want it is becoming an expectation and cost of entry vs an opportunity to delightTV Anytime Becomes TV All the TimeReduced commuting working from home and a growing quoton demandquot mindset have led to shifts in when people are watching TV Time spent watching early morning has declined I hope because we39re getting a little more sleep and primetime has softened slightly but people are spending more time watching TV throughout most of the day and late night so much for getting more sleepWe see some nuances across age groups Morning TV is down across all age groups except 65 whose morning routines in retirement are unaffected by the shift to working from home instead of commuting to an office Adults 1834 have not shown the increases in time spent watching TV that we see in the other age groups Adults 3549 have increased time watching TV during the day and late night but watching slightly less in the evening they may be watching streamed content instead Adults 65 already the heaviest TV watchers have also increased daytime and latenight viewingJust as the impending demise of cookies is shifting our thinking back to contextual targeting for digital video watching behaviors provoke us to think differently about reaching our audience Could we find more efficient effective solutions for reaching our audience if we think first about what kind of content they39re watching instead of starting with which timescreenapp they use Can we improve our ad effectiveness by creating content our audiences want to watch wherever they watch itIt39s a challenging time for marketers but uptodate data is available and helps a lot Contact me through maryannmediavillagecom if you39re interested in seeing this data and more broken out for your specific target audiences brands etc I39m here to strategize and helpClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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YouGov Insights: COVID, Streaming and the Blurring of TV Dayparts

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Tamara Alesi

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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YouGov Insights: COVID, Streaming and the Blurring of TV Dayparts

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Tamara Alesi

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FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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