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 television.
More than half of the Americans now see movies or TV shows streaming, that is, look content over the Internet without downloading it to the computer, according to a recently published study by the consulting firm Deloitte.
They use Netflix, market leader in United States, with over 40 million subscribers, but also to other online video services such as Hulu or Amazon. Some retail chains have decided to offer even solely subscriptions online, as lately was the producer of the series “Game of Thrones” HBO belonging to the group Time Warner.
They have also begun to appear programs Live, from the hand of Sony and Dish Network, and perhaps Apple prximamente.
Sling included in their packages online sports, through ESPN, and information live with CNN, Disney group, but at a price and with a total number of less than megapaquetes of cable or satellite television to which usually subscribe like Americans, comprising tens and even hundreds of channels chains.
“It is reaching a turning point, and the conditions and estn together 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. “Innovarn and reformularn the television in a similar to what they did in other sectors degree?” He asks
-. When consumer tastes –
At the moment, the biggest players pay TV in the US 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 they look at television. “The time you spend watching Netflix or other online service is a time when television does not look” traditional notes.
In the end, the classics channels perdern audience and advertising revenue accordingly.
“That notion of consumers sitting before your TV to watch a program at a predetermined time is quickly giving way, especially among young 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 viewed solely at the scheduled time on the canals, now that happens solely 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 classical 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 in function of their interests, with tailored rates. ESPN and others question the legality of such a proposal.
“streaming services provide more choices for consumers,” but are not as econmicos as may be assumed that also must pay royalties for the dissemination of content and move their prices, warns Dan Rayburn, an analyst at Frost & amp; Sullivan. In addition, points out, the new services have less customers and their costs should be distributed between them.
However, this does not prevent a 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 American football, taking the case of the US, predicts Jim Nail.
“In 10 or 20 years the vast majority of programs watched later Sern or demand,” says the analyst. “Consumers no longer want to remain under the tyrant” channel concludes.
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