Wednesday, 2 December 2015

Consumers Spend As Much Time Streaming As Working, Sleeping

The essentials of a consumer’s days have come to involve work, sleep and video entertainment. According to new research from Rovi Corp., TV and streaming entertainment is the third-biggest time commitment after work and sleep. In the United States, a quarter of 1,000 online survey respondents said they watch seven or more hours of content a day. (Work and sleep account for eight hours a day each.) “Historically, we’ve had a specific amount of disposable time to watch content,” Paul Stathacopoulos, Rovi’s vice president strategy & execution, tells Marketing Daily. “But with more on-demand availability, it’s freed up from the constraints of having to watch [content] on my own couch.”
Time spent watching streamed or televised entertainment may also be encroaching on the other two activities. More than half (52%) of the survey respondents said they frequently plan their day around their favorite content (19% of respondents said they do it “every day”). Nearly half (44%) said they frequently stay up “too late” to continue watching a program or movie. “That’s a direct response to how content is bundled and and packaged,” Stathacopoulos says. “It’s easy when it’s midnight and you’re laying in bed to say, ‘I’ll just watch one more.’”Understanding the importance (and time) consumers place on entertainment should inform the way content producers and providers package their content for consumption and how they might better employ marketing behind that programming, Stathacopoulos says.“The pay-TV ad environment is still very non-dynamic,” he says. “There’s a lot of potential for increased monetization of viewers’ time.”

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