Monumental shifts in viewer behaviour are altering what industry insiders call the TV ecosystem, according to a new research study by TVGuide.com, presented at Ad Age's Social Engagement/Social TV Conference in Los Angeles in October.
"It's a great time to be in the TV business because TV is better than ever," says Christy Tanner, the executive vice president and general manager of TVGuide.com & TV Guide Mobile. "But it's also a weird time to be in TV because it's changing really fast."
Viewers are watching more TV now than ever before – just not in ways they used to. Below are the key trends Tanner identified.
We discover new shows on demand or streaming
Of 2,306 study participants, 42 per cent are watching more streaming content than in 2011, while an amazing 89 per cent say they find new shows on demand or online – well after network episodes or seasons have been broadcast.
We watch more paid videos
People are enjoying more paid videos, not just freebies; 30 per cent of TVGuide.com respondents who pay for video say they're watching more of them this year than in 2011.
We're going mobile
Sixty-eight per cent of respondents watch one to five hours of video weekly via apps on their mobile devices (laptops, tablets, smartphones).
Looking beyond TVGuide.com, studies by other industry bodies also reveal the following noteworthy trends.
We're TV marathoners
According to the Wall Street Journal "binge viewing" is transforming the way we watch TV: "The passive couch potato of the broadcast era turned into the channel surfer, flipping through hundreds of cable channels. Now, technologies such as on-demand video and digital video recorders are giving rise to the binge viewer, who devours shows in quick succession – episode after episode, season after season."
We're cutting the cord
As a result of pricey cable TV fees and viewer discontent with quality and variety, three out of 10 Americans have "cut the cord" according to a TechBargains survey earlier this year, and their numbers are growing.
Death of the bundle
The practice of the cable bundle – paying for channels you don't want to see – is dying as "à la carte" individual channel ordering spreads.
"Watching TV shows online, cutting the cable and the death of the bundle are all part of one big super-trend – people are not watching television as much anymore on a traditional television set," says Robert J Thompson, a pop culture professor at Syracuse University.
"What astounds me is how willing we are to give up the other revolution – which is that television screens are getting wider and thinner and higher definition and brighter and more beautiful and more cinematic. But for many people, that gets trumped by the ability to go to a menu, to watch what you want – and to carry it around with you."