What do you think the TV viewing experience will be for viewers in 2020?
First off, TV viewing experiences have dramatically changed over the years with the entry of video on demand services. For example, according to BARB [2] there has certainly been a rise in numbers for VOD services due to high accessibility and convenience, as many want instant access to films and television shows rather than waiting a whole week for new episodes (see diagram below).
From this particular diagram it’s clear to see that there has been an upward fluctuation. In particular, the largest increase can be seen in the ‘Any SVOD’ streak. Thus signifying a very high demand for subscription-based TV in various households. Furthermore, the most popular service can be clearly defined as Netflix, with the following findings becoming prominent (via BARB statistics).
In Q2 Netflix completed the process of implementing the price rises it imposed on new customers from mid-2014. At that time, existing customers were protected from the impact of the increase, which added £1.50/month to the price for basic tier subscribers. These existing customers were asked to pay the new price from May-June 2016, which may explain the apparent stalling of the growth in Netflix subscribers in the last quarter. Both Amazon and Now TV continued to grow at roughly their historic rates. [2.5]
One other factor which is currently going towards our tv experiences, most likely to affect our viewing experiences in 2020 includes social networking sites. The following infographic showcases this well (Cummings, 2015):
One main theme within the infographic above, includes the rise in viewers tweeting about their viewing experience, in terms of what they are watching and how they are engaging with it. This in itself showcases how they are sharing their thoughts and feelings about the programme into the wide web. Thus establishing audience contentment/disappointment as they are spreading their views through social networking sites. Thus are actively engaging with the media form itself rather than accepting it passively. Therefore breaking the hypodermic needle theory, which suggests that viewers are almost ‘injected’ with information from the media, of which they accept in the same way as everyone around them. This is, as we know not applicable to today’s day and age where opinions and views are shared extremely openly in context with viewing experiences and so forth.
Personally, I would say this particular service falls hand in hand with people’s television experience, as they are involving themselves in the ‘second screen experience’. In short, this is where the viewer actively watches TV whilst on their phone (or on another media device), eitheviewingng embedded content or gaining a deeper understanding to the show via 3rd party services. A report published through ‘adweek.com'(Flomenbaum, 2015) includes the following statistics:
- More than a third (37%) of consumers own a combination of smartphones, laptops/desktops, and tablets.
- Among those who plan to buy a TV, 61% expect to buy a connected TV, and 25% are planning to buy a 4K TV, an increase of 7% over last year.
- 87% of consumers use more than one device at a time. Globally, the smartphone is the most frequent companion device scoring 57% overall. This trend is particularly strong for millennials, with 74% of 14- to17-year-olds using a combination of TV/smartphones during viewing.
Thus the above statistics can confirm that many almost multi-task when watching TV as they seek to enhance their viewing experience with added support from social media, to various built in apps available on various app markets. This further shows how TV vieiwng experiences have already evolved in just a few years. Therefore setting up further intrigue to what viewing experiences will be like in 2016 if new viewing aids are already being rolled out and used extremely frequently.
To conclude the question of what viewing experiences will be like in 2020, its clear that they will follow suit to todays day and age, considering the rise in technology and on demand services alongside various other applications which promote TV viewing. I’d further say that so many people are now searching for ‘instant viewing’ as its available to them, offering them ease and accesibility in binge watching a whole series than waiting for the next episode. Thus this not only showcases a change in audiences viewing habits but also the change which technolgy has brought to TV viewing experiences on the whole, affecting audiences tv sittings in the future.
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