Let’s Talk About…

ALTERNATIVE PLATFORMS

This month, we asked participants to tell us about their relationship to and usage of alternative platforms, and how they are impacting their viewing of TV content.

Here’s what they had to say:

About 20-25% of participants specifically say that having content available through alternative platforms is extremely important to them.  Some even make a point to not watch new shows if they know they cannot catch up on alternative platforms or time-shifted viewing.

“It is important to me that shows are available on alternative platforms. I do try NOT to get into shows I can’t watch elsewhere in case I miss an episode. I tend to use Hulu to watch network shows if I happen to miss an episode. I use DVDs and Netflix to watch shows I couldn’t watch elsewhere (i.e., BBC shows, old shows).” – 25-34 year-old White Female

10-15% of participants use alternative platforms on-the-go.  The content they seek out on-the-go reflects the same content they seek out at home.

“The same shows I watch at home on my TV are the same ones I watch on my devices. I enjoy the convenience of being able to watch them whenever and wherever.” – 25-34 year-old Black Female

About one-fifth of respondents say alternative platforms have widened the variety of television content they watch.

“The variety and shows has gotten wider, I’m not restricted to only the programming that my cable gives me. If I want to watch a show that is only available in another country, by using the Internet I can see that content. It’s not that I watch more of a certain network, but now I have time to watch shows I wouldn’t have been able to see due to time.” – 25-34 year-old Hispanic Male

Last Thoughts

What emerges from our Consumer Voice Community is a totally nuanced conversation about the impact of alternative TV platforms on TV viewing (expanded times and places), and on choice of content (expanded choice, control and globalization).  The conversation reveals what is already a profound impact on the way young multiculturals, i.e., young Americans, consume and literally “occupy” media.  It is clear from the conversation that the era of a new and expansive role for television and video is already in full swing.

- Howard Horowitz
President, Horowitz Associates, Inc.

For more information about the Consumer Voice Community, including how to submit your own topic, please visit: www.horowitzassociates.com/newsletter/consumervoice