Consumer Loyalty to Livestreaming
Traditionally, live entertainment on television was defined by linear broadcasting in real time. “Live entertainment” meant any television content that was broadcast to viewers. However, with the advent of live streaming, time-shifted viewing, and on-demand content, the idea of what constitutes “live content” continues to evolve. The transition of live content to the internet, as well as the popularity of connected devices, is creating a resurgence of live entertainment. The concept of live TV is evolving alongside the development of on- demand OTT services. Increased options across digital services have given rise to bloggers and other social influencers, creating a more competitive marketplace for traditional media sources. While viewing on traditional cable television has faced a decline, live video – sports, news, and events – continue to play a critical role in the television business. Parks Associates research shows consumers on average watch two more hours of live content per week on their television as compared to non-linear content. Adults 55 and older disproportionately favor a linear experience while viewers 18-24 prefer watching content from YouTube, social media, and the like. Consumers value live content because it is engaging, sometimes interactive, and personal to their interests.
11 | © Parks Associates
Made with FlippingBook - Online magazine maker