As TV consumption rapidly evolves, advertisers face a important challenge: staying ahead of the curve in an ever-changing landscape. With U.S. viewers increasingly embracing streaming platforms, businesses should rethink traditional advertising strategies and focus on where the audience truly is.
TiVo’s latest Smart TV Nation: Key Streaming Trends Report reveals compelling insights into how U.S. consumers engage with video content, shedding light on new trends in viewing habits, streaming preferences, and the opportunities these shifts present for advertisers. Here’s a closer look at the key findings that should be top of mind for brands looking to engage today’s diverse and dynamic TV audience.
Daily Viewing Habits: TV Still Reigns as a Key Platform
Despite the rise of digital platforms, TV remains central to daily entertainment. The report reveals that more than 75% of U.S. consumers watch video on TV every single day, with the majority spending 2-3+ hours in front of the screen daily. Even as content consumption shifts toward streaming, 74% of TV show and movie viewing still takes place on traditional TV devices.
Actionable Insight: TV remains central to daily entertainment, but it is evolving. While digital media continues to grow, TV offers massive potential for advertisers. The key for marketers is to adapt strategies to match shifting consumption patterns.
Group Viewing: A Prime Opportunity for Advertisers
The rise of group viewing presents an exciting opportunity for advertisers. The report shows that 78% of U.S. viewers watch TV with two or more people. This dynamic opens a door for brands to target multiple viewers at once with contextually relevant messaging that resonates across household demographics.
Actionable Insight: When designing ad campaigns, consider the household dynamics. With group viewing on the rise, advertisers can reach multiple consumers simultaneously, creating richer, more impactful engagements.
Multitasking: A Growing Challenge for Advertisers
Today’s TV viewers are multitaskers. According to the report, a staggering 73% of viewers multitask while watching TV, with activities ranging from using smartphones (60%) and browsing social media (59%) to searching for products seen on-screen (20%). As viewers increasingly divide their attention, creating effective ads becomes a greater challenge.
Actionable Insight: To capture the attention of multitasking viewers, ads must be impactful, and, above all, contextually relevant. Focus on crafting messaging that stands out even when viewers aren’t fully engaged with the screen.
Contextually Relevant Ads: The Key to Positive Brand Perception
The report also underscores the power of contextually relevant ads. 72% of viewers notice content promotions on Smart TV home screens, viewing them not just as ads but as recommendations. Additionally, 47% of viewers express positive sentiments toward content promotions, highlighting their potential to foster deeper audience connections.
Actionable Insight: For advertisers, this underlines the importance of delivering ads that are aligned with the content being consumed. Contextually relevant promotions not only enhance engagement but can also foster a positive connection between the viewer and the brand.
Ready to Turn Insights into Action? Download the full report.
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