Live TV no longer the first viewing choice for consumers
Is this the tipping point for broadcast vs multi-platform I wonder?
An annual study from Hub Entertainment Research that tracks which TV sources consumers consider to be their main viewing platform has found a continuing increase in multi-platform use and a steady decline away from Live TV.
What’s interesting here is that this was the first year that the study had observed a significant increase in older viewers abandoning live TV as their main home base.
Only 39% of viewers overall now say live, linear TV from a traditional pay-TV service is what they turn on first.
A spokesperson for the report pointed out that the skyrocketing variety of on-demand content means that occasions where consumers must follow a linear schedule to see content they care about are growing fewer and farther between.
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