Statistics from a case study, “Hulu: An Evil Plot to Destroy the World?” written in 2009, estimated that there were around 130 million unique users of online video sites who were responsible for nearly 10 billion streams, but that the time individuals spent watching actual television was still far greater than the amount of time individuals spent watching online video (Elberse & Gupta, 2009). However, since 2009, the popularity of online video has greatly increased.
In 2015, Forbes published an article titled: “Content Wars: How Television Networks Are Fighting The Netflix Threat” which provided examples of how content viewing trends of consumers have changed and continue to change into 2019 (Tietjen, 2015). The Forbes article discusses the exponential growth of Internet television and the threat of cord-cutting, which was and continues to be driven by millennials and has the ability to affect traditional networks. Author Denali Tietjen integrated statistics from internet analytics company comScore, which found that one-third of millennial’s original series consumption was coming from digital platforms and that due to this trend, broadcast networks were changing their strategy (Tietjen, 2015).
This strategy change is mentioned in “YouTube: TV is our fastest-growing market,” written by Alex Hern and published in The Guardian when he quoted Neal Mohan, YouTube’s Chief Product Officer, who said that YouTube is now targeting the traditional television screen because screens are the fastest growing device these days, even over mobile phones (Hern, 2018). More and more digital technology related to how consumers view content is appearing, providing an abundance of choice for how consumers view specific content and causing companies to alter their strategies, such as marketing companies, because these new forums provide new ways to reach consumers.
Mohan explains how consumers choose to view content often depends on the “context the user is in” meaning where they are, what they are doing, and what they have available to them when they decide they want to view something (Hern, 2018). The article mentions how now is sometimes referred to as the “golden age of TV” but Mohan believes that that’s just a subset of a wider “golden age of content” and further elaborates on that statement by saying that “…every month 1.9b plus users are finding exactly what they want to watch when they want to watch it…” and in my experience as well as from reading the various reports and news articles outlining new ways and places to watch content, users are finding exactly WHERE they want to watch it because they have so many choices within the digital landscape that provide content and allow one to access it on nearly every type of device (Hern, 2018).
These various online spaces to view content are also the subject of much discussion within the tech world because so many companies are entering this digital landscape. Consumer Reports published, “Big New Streaming Video Services You’ll Want to Check Out” which explained that the “Over the past 18 months, the number of streaming video services has exploded, offering consumers more choices than ever when it comes to alternatives to traditional pay TV” (Willcox, 2018). DC Universe from DC Entertainment, Apple, and Disney are all planning or promising their own streaming services, along with original content, and Amazon is planning a new free, ad-supported service in the future, all of which are designed to help consumers cut the cable cord and potentially help these companies form partnerships or relationships with marketers looking to target the viewers using these avenues to watch content.
One of the guest speakers for the DIM program, Patrick Venetucci, discussed current trends occurring in the digital and marketing world and explained how there needs to be more content sharing and how media spend is and continues to need to move out of print into digital as well as mobile. This ties into the numbers and articles outlined in this post because consumers are spending huge amounts of time online in some capacity, especially watching online video, so marketers need to utilize this digital channel and learn how to incorporate or use this new technology that connects the various platforms to their advantage if they want to retain or attract new consumers using this medium.
Elberse, A., and Gupta, S. (October 2009). “Hulu: An Evil Plot to Destroy the World?” Harvard Business School Case 510-005.
Tietjen, D. (2015, June 11). Content Wars: How Television Networks Are Fighting The Netflix Threat. Retrieved from https://www.forbes.com/sites/denalitietjen/2015/06/09/content-wars-how-television-networks-are-fighting-the-netflix-threat/#45c6193f46f6
Hern, A. (2018, September 14). YouTube: TV is our fastest-growing market. Retrieved from https://www.theguardian.com/technology/2018/sep/14/youtube-tv-is-our-fastest-growing-market
Willcox, J. K. (2018, September 4). Big New Streaming Video Services You’ll Want to Check Out. Retrieved from https://www.consumerreports.org/streaming-media-devices/new-streaming-services-to-check-out/