The video viewing pie grows
June 13, 2008
Ipsos Insight came out with some data showing shifting habits in where people watch video. There’s no shock here in terms of TV having less of the video pie and other platforms growing. Nevertheless, even TV may win in the end as Web video gets delivered to the television. There are a few important things to note in terms of how the overall pie is growing and how habits are becoming more segmented.
The chart at the right is most notable in that viewers are shifting to watch videos across all platforms. I believe this has several impl
ications for those looking to communicate to viewers across platforms.
1. There will be an increase in video types between videos that are created to be platform agnostic and those that are created for specific platforms.
2. Lean-back vs. lean-forward - It’s not that TV is losing, it’s that everyone is winning. Don’t fall for the zero-sum game analysis that TV is losing to the Web. It is losing share but people will always watch TV. In fact, there are more products coming out everyday that bring video from sites like Dailymotion (disclosure: a client) to the TV. See point 1 - it will more be about what video is best to watch leaning forward on a PC vs. leaning back on a TV…or a phone…or a media player.
3. Portable media players and phones are both growing as platforms. Look for better growth as more devices push the video functionality and more content is delivered that best fits these small screens. For example, an ESPN Mobile that is all up to date clips for sports fanatics would be better than just a 2 inch version of the TV channel.
Written by analyst · Filed Under Marketing Video, Video Viewing Measurement, Video/TV
Tagged: insight, ipsos, mobile video, video, viewers, web video
Comments
One Response to “The video viewing pie grows”
Got something to say?
[...] And, let’s not forget, if the video pie keeps growing, maybe we can end the zero-sum/television death watch. [...]