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 We are experts in loyalty and incentives · Equatorial Guinea Email List We like to create unique experiences Television has had serious problems in the last decade. The first samples started in the US market, where so-called ‘cable cutters’ became an upward trend. These consumers left their cable television services – paid and the most popular way of accessing television in the country – determined to eliminate the cost that it had and because what television offered they found elsewhere. The VoD platforms became their space to access content, since they were cheaper, they gave a service that they liked better (everything could be seen on demand and without advertising breaks) and they did not need the avalanche of channels available on the platforms of cable.
For millennials, on many occasions there was not even the intermediate step. They never directly hooked up cable TV. Outside the United States, those responsible for the televisions indicated that it was not a problem that they were going to have. European televisions remembered that their model was that of free viewing and with advertisements, so the experience was different and so was their audience. However, a few years later, the trend for cable cutters also reached Europe. Pay TV was not abandoned because it was not available, but it was stopped watching linear television because streaming gave the contents that were of interest. While all this was happening, televisions took refuge in an element that streaming could not capture. The on-demand platforms did not have sports, the hook used by many audiovisual giants to capture audiences (and with which telecommunications operators maintain many subscribers), or large live events.
All this was still something that made you sit down in front of the television. But can televisions continue to cling to these elements as a lifeline in the face of changes in habits? Do viewers continue to sit in front of the TV to watch things at specific times? Have they lost the resistance points? The answer to these questions might not be very satisfactory for televisions and for the future of their broadcasts. On the one hand, the great future battle of streaming will be sports . In some markets, platforms specialized in sports content have already appeared and in others some of the existing VoD platforms have bought the broadcasting rights of key sports or championships. For example, Amazon Prime Video has the rugby games in the UK. On the other hand, the audiences of the big live events, those of sitting millions of people in front of the television, are no longer exactly safe.
You just have to think about what happened in the last New Year’s Eve grapes: a broadcast on Twitch from one of its most recognized users in Spain achieved better data than those that the chimes had on various traditional televisions. The Oscars have been racking up headlines in recent years for ‘it has been the edition with the lowest audience in its history’. The great sports broadcasts do not offer better trends. Super Bowl audience data is the latest indicator of how viewing patterns are changing. The final of the championship, one of the events that usually concentrates the largest amounts of live audience in the US and the one that has the most expensive advertisements in the world on television, has closed this year with a historic drop in viewers. 96.4 million people sat in front of the televisions, the lowest number since 2007 (when it had an audience of 93.1 million people) and below the 100 million viewers mark. The chain that was broadcasting this year, CBS, has tried, yes, to position it also in streaming, broadcasting it on its online viewing platform. According to its data, it had an average of 5.7 million viewers per minute. The experience, however, was not as positive as it could have been. The app had different issues during viewing time, crashing viewers. A downfall from all sports The Super Bowl final is not the only one that has shown a setback. Audiences for major sporting events have shown a downward trend in the last decade. Majority sports have lost weight in viewing patterns, especially among younger viewers, and 2020 and all the problems that the coronavirus has generated have only accelerated the process.
The numbers show what happens even to football in Spain, no matter how much it is considered the king of sport. Although soccer continues to top the rankings of the most watched, in terms of screen share it has worsened results. In Spain, as El Confidencial collects , voices from the industry point out that the fall is linked to the fact that the fan has been burned with decisions more oriented to maximizing income. For example, it is what has happened with the schedules. “We only need them to put games on Sundays at 10 in the morning and mark it as ‘the party of churros,'” Augusto César Lendoiro, the former head of Deportivo, told the media. But perhaps it is not only a problem of LaLiga strategy but also an effect derived from the generational change. One of the elements that has driven the eSports boom is precisely that young people do not connect the same with traditional sports.