Apple TV

Don’t discount the value of television campaigns just yet. A new report released by Nielsen confirmed what most of the market already knew — binge-watching is more enjoyable on a big screen. Despite shifting shopping habits to mobile devices, consumers are using connected TV devices, smart TV or console options to view longer-length entertainment.

In order to collect the data, Nielsen devised its National TV Panel, which reviewed preferences and behaviors of consumers during the period spanning late December 2016 to the end of January of this year. Brand selections were based on Roku, Apple TV, Google Chromecast, Amazon Fire TV, and others. Consoles ranging from Microsoft Xbox and its many variations to Sony PlayStation and Nintendo Wii were included in the analysis.

Streaming services such as Netflix and Amazon Prime have catapulted the popularity of connected devices. The report noted that 23 percent of TV homes own a digital streaming device — a rise from 19 percent in June 2016. Smart TV presence in homes has also increased — up to 29 percent, a seven percentage point increase year-over-year. While cable companies grapple at affordable packages and captivating content that’s not oversaturated with commercials, consumers are continuously shifting viewing to streaming options.

The study found that binge-watching tendencies are increasing overall time spent watching TV. “In January 2017, 18 percent or 21 million homes, used an Amazon Fire TV, Apple TV, Google Chromecast or Roku for an average of almost 15 days a month,” the report said. It also noted that the days when the various options are used, consumers are settling in for more than three-and-a-half hours. Due to the innate functionality of smart TVs, this device dominated usage frequency — owners tuned in 20 days monthly for at least two hours. Consoles were an edge more than connected devices, however individuals used consoles for the longest — streaming for four hours or more — each time.

Much focus has been turned to the YouTube-ification of entertainment. These preferences showcase opportunity to produce longer length video options that not only delight, but also impress brand narrative in organic venues.

More on Consumer Behavior from WWD:

Consumers Still Impulse Buy, Just More Selectively

Salesforce Insights on Shifting Consumer Behavior in a Mobile Landscape

Voice-Activation Tools Heighten Consumer Personalization

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