The video “streaming” on the Internet enjoys increasing popularity but, for now, has not led the American public to cut the umbilical cord with traditional TV.
Washington, United States | AFP |. by Rob Lever
More than half of Americans now watch movies or TV shows streaming, that is, look content over the Internet without downloading it to your computer , according to a recently published study by the consulting firm Deloitte.
They resort to Netflix, the market leader in the US with over 40 million subscribers, but also to other online video services such as Amazon or Hulu. Some retail chains have even decided to offer only subscriptions online, as recently became the producer of the series “Game of Thrones” HBO belonging to the group Time Warner.
They have also started programs appear Live, from the hand of Sony and Dish Network, and perhaps soon from Apple.
Sling included in their packages online sport through ESPN, and live information, with CNN, Disney group, but at a price and with a lower total number of channels to megapaquetes cable or satellite to which usually subscribe like Americans, comprising tens and even hundreds of chains.
“It is coming to a turning point, and conditions are already collected to (streaming) accelerate its penetration if the actors manage to put up a good deal,” notes Jim Nail, an analyst at Forrester.
“We are all waiting to see what Apple does,” he added. “Innovate and television reformulated similar to what they did in other sectors? Degree?” He asks.
to consumer tastes
By far, the greatest actors of pay television in the United States has only lost 0.2% of its subscribers in the last two years, according to a study by Leichtman Research Group.
Bruce Leichtman, president of the firm, which is fundamentally changing the way we watch television. “The time you spend watching Netflix or other online service is a time when not watching television” traditional notes.
In the end, the traditional channels lost audience and therefore advertising revenue.
“That notion of consumers sitting before your TV to watch a program at a predetermined time is rapidly giving way, especially among the younger generations, to a market of viewers who recure to a range of devices, inside and outside the home, to watch content when it suits them, “also notes the Deloitte study.
If until recently the television programs were seen only at the scheduled time on the canals, now that happens only in 45% of cases. In the remaining 55% of the time, viewers take hold to record streaming services or programs to watch later, Deloitte estimates.
And the low proportion with age. Another study by Forrester shows that 38% of people aged between 18 and 32 years in the United States are not enough traditional television to justify a credit to the usual run of cable channels.
Some classic television operators try to adapt to this evolution. Verizon, for example, has just launched an offer that allows its subscribers to opt for channel groups according to their interests, with tailored rates. ESPN and others question the legality of such a proposal.
“streaming services provide more options to consumers,” but not as cheap as you might imagine because they must also pay for the broadcast rights content and move their prices, warns Dan Rayburn, an analyst at Frost & amp; Sullivan. In addition, he notes, the new services have less customers and their costs should be distributed between them.
However, this does not prevent future television on demand, to consumer tastes, become the norm and that only some programs are viewed live, as the final of the Super Bowl football, taking the case of the US, predicts Jim Nail.
“In 10 or 20 years the vast majority of programs will be watched later or on demand,” says the analyst. “Consumers no longer want to remain under the tyranny” of the channels concluded
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