Online content has blood on its hands

TV’s future as the “go-to entertainment device” has been questioned by Accenture’s latest global study (which included Australia). They’ve evidenced a 13% YOY global decline for all people in terrestrial TV viewing for long-form video content like movies & series. Even sports viewership is not immune with a 10% worldwide fall via terrestrial television. Not surprisingly, traditional TV is losing younger demos at a faster rate.

The report attributes this shift to better video streaming, greater take up of connected devices, and “…longer battery life.”

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Our take

Australian broadcasters have taken hedge positions in streaming offerings but that thinking is reliant on heavy investment and promotion of content. Broadcasters should heed Accenture’s advice; listen to your audience, be device agnostic and deliver unique experiences via the 2nd Screen. Content maybe “King” but Distribution is “Almighty”.

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