Imagine it’s a Friday night, seeking entertainment. Rather than traditional channels, you’re likely exploring streaming services. TV dynamics are evolving, with more households embracing streaming over linear. For marketers, OTT presents a pivotal advertising avenue, but not without challenges. Understanding the shifting streaming landscape and consumer behavior is crucial.

It’s not just about frequency and reach; smart allocation of the TV budget is essential for driving meaningful business outcomes. Discover the key trends and strategic insights to capitalize on this evolving landscape and achieve tangible brand growth.

Get Ready: TV Viewing Habits Are Changing 

Streaming is rapidly surpassing linear TV in popularity, creating new avenues for marketers with the rise of advertising-based video-on-demand (AVOD) platforms. Marketers must grasp the evolving landscape of consumer behavior and viewing habits.

Understanding how people watch TV today

A significant shift is observed in the devices people use to consume their favorite shows and explore TV content. While traditional TV sets remain popular, younger demographics are favoring mobile devices and laptops for video content, as revealed by a survey conducted by The Trade Desk (TTD) and YouGov.

This is a significant manifestation of cord-cutting. Previously, TV content was exclusively accessible on larger screens. However, younger audiences now consume nearly all content genres (excluding news) through streaming services. This shift necessitates careful consideration by marketers when developing media plans and creative strategies for television.

It’s not limited to niche sports—prominent entities, such as the NFL, are entering streaming agreements with leading publishers, introducing a new avenue for fans to enjoy live sports content. VIP+ predicts that sports rights for both TV and streaming services will surge to $29.2 billion by 2026.

This indicates that live sports streaming is poised to become a standard aspect of the fan experience, urging your brand to be prepared to capitalize on these emerging opportunities.

The abundance of streaming choices is a crucial factor to consider. On average, American households are subscribed to four streaming services, as reported by Deloitte. Nielsen’s data highlights the leading streaming platforms as of May 2023: YouTube, Netflix, Hulu, Amazon, and Disney+.

Even live sports, traditionally associated with linear TV, have embraced streaming. Platforms like Amazon, Peacock, and Apple TV+ now provide sports content. According to the TTD/YouGov survey, the popularity of streaming live events is on the rise across all age groups.

Balancing scale and precision in your TV strategy 

The rise of streaming TV brings both promise and complexity for advertisers. While it allows for more precise ad targeting towards specific niche audiences through diverse inventory options and content contexts, it is essential to strike a balance between this precision and the scalability inherent in TV, a key strength of this marketing channel.

Similar to other digital strategies, it is crucial not to be enticed solely by the advanced targeting capabilities, neglecting the importance of reaching a broader audience. This balance is a significant aspect of a comprehensive full-funnel marketing approach, and when crafting your TV strategy, the equilibrium between scale and precision should be a central consideration.

Continue reading the full report and gain access to a wealth of knowledge to elevate your TV advertising game. Download now to ensure your brand is prepared to seize the opportunities presented by the streaming revolution!

Embark on a journey to unlock the intricacies of the evolving TV landscape and harness its potential for your brand. Our comprehensive report delves into the transformative trends and strategic shifts in the realm of streaming TV, offering invaluable insights to navigate this dynamic landscape.

Whether you’re a seasoned marketer or just stepping into the world of streaming, our guide provides a nuanced understanding of viewer behavior, the surge in streaming options, and the delicate balance between precision and scale in your advertising strategy. Don’t miss out on this opportunity to stay ahead in the ever-changing world of TV marketing.

The Table of Contents of “Changing Channels: Building a Smarter Streaming TV Strategy” Report :

• Get Ready: TV Viewing Habits Are Changing 
• Understanding how people watch TV today
• Balancing scale and precision in your TV strategy
• Get Set: The OTT Landscape Is Fragmented 
• Making the most of the wide array of OTT options
• Finding your audience across streaming publishers
• Get Smart: AVOD Is the Future 
• Shifting from “streaming wars” to AVOD ascendance
• Unlocking your brand’s full potential on streaming
• Seize the Opportunity for Streaming Success 

Number of Pages:

• 21 pages

Pricing: 

• Free