Julya Fridman, VP, Business Development and Distribution Analytics, A+E NETWORKS and Paul Giordano, Chief Client Officer, MEDIAMORPH tackle measuring video consumption on different platforms
Ad supported cable is in a stable condition - over the past couple of years, viewership and hierarchy of networks is very much unchanged. What is changing, however, is how people are consuming content as more and more options become available.
By 2020, non-legacy TV will dominate roughly 50% of the video market, as tablets, smartphones, and smart TVs continue to grow in popularity.
Adding up all devices, A&E networks had nearly 300 billion minutes of viewership in Q42013. This means that on the average minute, 2.3 million people were watching A&E content.
Looking back to 2012, the share of non-linear content consumption has been growing steadily to today. Over 40% of this consumption comes from video on demand.
Beyond benchmarking, this data is useful in helping to forecast platform growth and determine whether each platform can be monetized.
While there are still major challenges, measuring multiplatform data is becoming a reality - and one with increasing accuracy.
ABOUT THE AUTHOR
Ben Proctor is Insights Strategist at Miner & Co. Studio, a New York-based consultancy