2014年美国视频收视汇总报告.pdfVIP

The U.S. Total Video Report The U.S. ™ Total Video REPORT PAGE 1 Introduction PAGE 2 The U.S. Total Video Report To say the TV viewing landscape has changed over the years would be an understatement. Advancements in viewing technology and increased competition for eyeballs have resulted in a more fragmented environment, increasing the complexity in media buying and selling for a medium that generates billions of dollars in ad revenue per year. Whereas in the past viewers could only watch TV from their television sets, now they can watch from an array of devices including their computers, smartphones and tablets – each with their own purpose and distinct advantages. Also in the past, options for TV content were limited exclusively to what was on broadcast television or cable. Since the digital age, however, and especially in most recent years, there are a growing number of content options available, such as satellite, video-on- demand (VOD), and digital subscription services like Netflix and Hulu Plus. Given the plethora of options for TV viewing today, consumption habits are not only changing but appear to be changing at an accelerating rate. Certain segments of the viewing population are leading this shift, with the most notable group being Millennials. This generation wants to watch what they want, when they want and where they want, and their tech-savviness and willingness to explore their options is driving massive change. As time goes on, the behaviors of Millennials and other tech-forward segments will inevitably become more mainstream and the TV viewing audience as we know it today will look drastically different