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  • Research: 12% of 18-34 Year-Olds Are Subscribing To A Skinny Bundle

    12% of 18-34 year-olds in the U.S. are now subscribing to a skinny bundle such as Sling TV, DirecTV Now, YouTube TV, Hulu with Live TV or PlayStation Vue, according to new research from Leichtman Research Group. This group accounts for 53% of adults who subscribe to a skinny bundle. Just 3% of people 45+ take a skinny bundle.

    The data is part of LRG’s first survey on the topic, so there aren’t any trend lines available. Skinny bundles have been around for several years, and multiple analysts have estimated there are somewhere between 4-5 million U.S. homes now subscribing. It’s still very early days for skinny bundles as there’s been very little mass marketing to date.

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  • Deloitte Sees Convergence of Streaming Behaviors Among 14-51 Year-Olds

    The average 45 year-old may not think they have a lot in common with the average 15 year-old, but according to the newly-released 12th edition of Deloitte’s Media Trends Survey, it turns out they do. In fact, Deloitte has concluded that the media consumption behaviors of Gen Z (14-20 year olds), millennials (21-34 year-olds) and Gen X (35-51 year-olds) is actually converging, causing the firm to firm to dub the combined group, “MilleXZials.” This group’s behaviors are increasingly distinct from Baby boomers (52-70 year-olds) and Matures (71+ year-olds).

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  • Research: Pay-TV’s High Prices Continue Alienating Subscribers

    Cord-cutting is accelerating, and there’s a simple, unsurprising reason why: pay-TV service is just too expensive. For the fifth quarter in a row, that’s the finding of TiVo’s Online Video & Pay-TV Trends Report. In Q4 ’17, in response to the question “What factors influenced you to cancel your cable/satellite service?” the price/too expensive answer grew by 6.6 percentage points vs. Q4 ’16 to 86.7%, its highest level ever.

    Price/too expensive is by far the most important reason, with the second reason, “I use an Internet streaming service” at 39.7%, actually down 8.6 percentage points vs. Q4 ’16. Next was “I use an antenna to get the basic channels on my TV, at 23%, down 4.2 percentage points vs. Q4 ’16.

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  • Research: Shift in Ad Spending From TV to OTT Expected Over Next 2 Years

    New research from SpotX reveals an expected shift in advertising spending from TV to OTT over the next 2 years. The research was conducted by Kagan among 41 U.S. pay-TV operators, OTT providers, content owner and advertisers. Just 11% of advertisers reported spending 21%-40% of their budgets on OTT today, but that’s expected to rise to 67% doing so in 2 years. Meanwhile, 33% said they currently spend 21%-40% on TV, but that’s expected to drop to 22% in the same time frame.

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  • Research: Publishers’ Video Views on Facebook Declined in Second Half of 2017

    Earlier this week I wrote about how Facebook’s New Feed algorithm change is going to reduce video consumption, but now new research from Wochit reveals that publishers’ video views were already declining in the second half of 2017. This could reflect that algorithm tweaks were already underway prior to the announcement last week.

    According to Wochit’s 2017 Social Performance Index Report, which analyzes 33,000 different videos created by nearly 300 publishers which appeared on over 500 Facebook pages in 2017, views per publisher video declined by 8% in Q3 ’17 and by 15% in Q4 ’17. These declines reversed the growth in views that occurred in the first half of the year.

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  • Research: Millennials’ Viewing Preferences Are Shifting to SVOD

    Almost 75% of 18-34-year-olds use SVOD services at least once per week to watch movies and TV shows, with 40% watching daily, according to new research released by consulting firm Altman Vilandrie & Company. In addition, 40% of 18-34-year-olds use SVOD services daily. 78% of them have at least one SVOD subscription, with 55% having more than one.

    These SVOD services are becoming the go-to source for younger viewers, with 77% of 18-24-year-olds using them first when they don’t know what they want to watch instead of broadcast or cable. Younger viewers rely most on peer recommendations for what to watch. Conversely, when viewers over 55 aren’t sure what to watch, 65% of them first turn to broadcast or cable.

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  • Research: 52% of Viewers Now Watch Their Favorite Show From An Online Source

    Yet another sign of how the times are changing: the new “Conquering Content” report from Hub Research finds that 52% of viewers now watch their favorite TV show from an online source rather than via a pay-TV set-top box (either live TV, VOD or DVR). Online sources include SVOD services, a TV network or pay-TV app/web site or services like iTunes.

    While 48% of viewers still cited their set-top box for how they watch their favorite show, that was down from 64% in 2014. Online sources as the primary way to view is up from 31% in 2014.

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  • Research: Businesses’ Use of Video Soars

    We’re all consuming more and more video in our personal lives, so it’s no surprise that businesses are realizing that they too should be using video to connect with target audiences in multiple ways. To get a better sense of how businesses are scaling up their video efforts, Wistia, a platform for business videos, released its first “State of Video for Business” report.

    Wistia has over 300,000 business customers in 50 countries which uploaded 6.7 million videos so far in 2017 totaling nearly 60 million minutes. Total minutes uploaded have increased from 18.1 million in Q1 to 21.3 million in Q3. There are lots of different internal and external ways that businesses use video these days, and in Wistia’s gallery, 5 main categories are identified with examples of each: Marketing, Support, Sales, HR/Culture and Product.

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