IMF Business School · Masters in Marketing and Digital Communication Online or in person · Double degree · Up to 70% scholarship · Job and internship exchange ACL Direct Promo · We know about Relationship Marketing , Uruguay Email List We are experts in loyalty and incentives · We like to create unique experiences In the 90s, the experience of watching TV was familiar.
That explained, for example, how the chapters of the series were structured. They had different plots that could be read by different groups because they tried to reach all the viewers who were watching the series like that. Since the family was on the sofa in the living room, you had to create stories that worked for different age groups. All of this disappeared during this century. First, the way in which the content was accessed was fragmented, as each group searched for the content that interested them and the programming became more niche. You don’t have to diligently sit with your parents and siblings to all see the same thing. Second, the irruption of streaming and mobile devices has ensured that we all have our own screen and on it we can see what really interests us and not the group. If to this are added social changes, in which households are increasingly diverse and less similar to those of the 90s, it is possible to better understand the context in which the way in which content is accessed has changed . Television has fallen into use, but also the social act of viewing content in a group.
That does not mean that what is seen with others is not discussed (perhaps it is done more than ever), but it is otherwise. There are the hashtags of the current broadcasts on Twitter. The pandemic has locked us in our homes and reduced our ability to move. We do less and less things outside the home, for obvious reasons, but we have also lost the contact we had with some of the people in our close circle. This has led us to try to recreate those experiences and also, therefore, to change our behavior when consuming content. The TV of the 90s has not returned, but we have become more social in how we access all of it. Thus, and although they are not in person together, VoD viewers are trying to create the illusion of connection with their closest beings. According to a study by The Diffusion Group, “watch parties” have increased in weight and pull.
The watch parties come to be a virtual meeting to see the same content and comment on it. During the year of the pandemic, according to the study’s figures, one in every 7 adults has seen a program, a series or a movie with their friends and family via an online watch party. Therefore, the data they contribute in the study’s conclusions is not surprising: not only did the use of connected TVs grow, but also of videochat services. Users have, in fact, begun to use specialized apps to make these types of experiences. The study points out the importance that these behaviors have among younger users and also the unexplored potential it has in areas such as sports broadcasts. Around the room At the same time, and in parallel, a trend is also being noticed: people are returning to the living room. Here too, connected television plays an important role. In the last decade, as pointed out in this case by a Comcast study that starts from the US market, the consumption of audiovisual content has been fragmented between different devices.
You no longer needed TV to watch series or movies and consumers had it very much in mind. However, in the last year, viewers have returned to the room. They have sat back in front of the television (which does not imply that they are watching linear television: television is the new access point to the network). To detect the trend, the study has focused on analyzing the viewing patterns of the advertisements that are served with the audiovisual content. In the fourth quarter of 2012, only 12% of ad views were on devices other than computers. In the second half of 2020 they were 84%. Connected televisions account for 62% of all ad views (devices that turn TV into smart, such as Fire TV, account for 72% of those impressions).