Have you ever considered having a front-row seat at a major global music festival without leaving home? Thanks to live streaming, millions of viewers worldwide can have an immersive experience right from their living rooms. 

These events signify a massive shift in how rapidly consumer habits are evolving. The rise of live streaming platforms such as Twitch, YouTube Live, and Facebook Gaming has revolutionised entertainment, offering real-time access to gaming, sports, concerts, and more. These platforms are not just changing how we watch content but also how we connect and engage with it. Esports, in particular, has become a cultural phenomenon, with games like Overwatch and Fortnite establishing competitive leagues and tournaments that attract millions of viewers worldwide. The South Korean government has even recognised esports as a legitimate industry, and US colleges and universities are also acknowledging its value by offering scholarships and creating dedicated esports programs.

The trend extends beyond gaming. Hybrid release models now allow consumers to enjoy new movies and shows in theatres or from the comfort of their homes, catering to diverse preferences and lifestyles. This dynamic evolution in media consumption is reshaping the industry, offering unprecedented opportunities for interaction, engagement, and community building.

From the rise of esports to the increasing impact of livestream eCommerce, the current trends in on-demand entertainment make it an exciting space.

What is On-Demand Live Streaming?

On-demand live streaming refers to the ability to watch live broadcasts at a later time. This format allows users to access previously aired live events as if they were streaming them live. It combines the immediacy of live broadcasts with the convenience of on-demand content, allowing users to experience live events at their own pace.

How is On-Demand Streaming Different from Live Streaming?

On-demand streaming allows users to access pre-recorded content at their convenience. Users can pause, rewind, and watch anytime, providing flexibility and control over their viewing experience. In contrast, live streaming involves real-time broadcasting, offering immediacy and engagement with audiences. Live streaming is interactive, allowing viewers to participate through comments, reactions, and live chats, creating a dynamic and communal viewing experience.

How is Live Streaming Different from VOD?

Live streaming and Video on Demand (VOD) are distinct in their delivery and consumption methods. Live streaming delivers real-time content, often focusing on interactive elements like live chats and reactions. This makes it ideal for events that benefit from live participation, such as sports, concerts, and gaming. VOD, on the other hand, provides a library of pre-recorded content that users can access at any time. This format suits movies, TV shows, and other content where immediacy is not a priority.

Generational Trends in Live Streaming

  • Younger Generations: Millennials and Gen Z are the primary drivers of live streaming adoption. They are likelier to engage with interactive content and prefer real-time engagement platforms. This demographic is also more inclined to use live streaming for social interaction, such as watching esports, concerts, and live events with friends.
  • Older Generations: While older generations are less likely to engage with live streaming, there is a growing interest in live broadcasts of news, religious services, and educational content. As the technology becomes more user-friendly, adoption rates among older viewers are expected to increase.

Regional Trends in Live Streaming

  • United States: The US continues to be a significant market for live streaming, with platforms like Twitch and YouTube Live leading the way. The popularity of live sports and esports is particularly high, driving substantial viewership and engagement.
  • United Kingdom: In the UK, live streaming is gaining traction in sports, music, and cultural events. The rise of hybrid events, which combine live and on-demand elements, is becoming a notable trend.
  • Asia: Asia, especially countries like China and South Korea, is at the forefront of live-streaming innovation. Platforms like Douyin (TikTok) and Naver’s V Live are popular, and the integration of e-commerce with live streaming (live commerce) is a significant trend. The cultural importance of live streaming in social interactions and entertainment is particularly pronounced in these regions.

Case Study: Coachella 2024 —Democratising the Music Festival Experience

Image Courtesy: Coachella website

Background

Coachella, one of the world’s most iconic music and arts festivals, continues to evolve to meet the changing demands of its audience. For many years, through its hybrid model, Coachella has offered a front-row seat to the festival on YouTube. In 2024, Coachella pushed the boundaries of what a music festival can be by integrating advanced technology and a multi-stage experience. 

Approach

Hybrid Event Model

  • In-Person Experience: Maintaining the traditional allure of live performances, art installations, and exclusive on-site activities.
  • Digital Integration: Offering a comprehensive virtual experience for fans unable to attend in person. This included live streaming of performances, behind-the-scenes content, and interactive features.

Live Streaming

  • YouTube Partnership: Coachella continued its partnership with YouTube, providing a dedicated live channel that streamed performances from six main stages, artist interviews, and exclusive content. This partnership, renewed through 2026, has significantly expanded its global reach.​
  • Multi-Camera Angles: Viewers could choose from multiple camera angles, offering a personalised viewing experience.
  • YouTube Shorts: Coverage was expanded to YouTube Shorts, competing with TikTok in the short-term video content space​.

Interactive Features

Image Credit – Coachella 

  • Virtual Reality: The festival introduced VR experiences, allowing remote attendees to feel like they were part of it. Users could explore virtual replicas of the festival grounds, view performances, and interact with other virtual attendees.
  • Augmented Reality: Implementing AR features within the festival app, enhancing the on-site experience with interactive maps, artist information, and real-time updates​​.
  • Fortnite Integration: Coachella collaborated with Fortnite to create the Sahara Island, a virtual space where players could experience Coachella-themed events, interact with exclusive content, and enjoy performances within the game environment​

Exclusive Content:

  • Behind-the-Scenes Access: The festival provided behind-the-scenes footage, including artist rehearsals, backstage interviews, and glimpses into the preparation of the festival.
  • Exclusive Performances: It offered exclusive performances and collaborations that were available only to virtual ticket holders.

Outcomes

Increased Reach and Engagement:

  • Record Online Viewership: Coachella’s live streams attracted millions of unique viewers, significantly increasing online engagement compared to previous years. 
  • Global Accessibility: Fans from over 100 countries tuned in, showcasing the international appeal of Coachella’s hybrid model.

Enhanced Fan Experience:

  • Positive Feedback: Both in-person and virtual attendees praised the enhanced interactive features and exclusive content, leading to high satisfaction and engagement​​.
  • Social Media Buzz: The festival generated substantial social media activity, with millions of posts, shares, and interactions across platforms.

Revenue Growth:

  • Virtual Ticket Sales: Introducing virtual tickets provided a new revenue stream, contributing significantly to overall ticket sales.
  • Merchandise Sales: Online merchandise sales saw a notable increase, driven by exclusive virtual festival merchandise and AR-enhanced products.

Brand Partnerships:

  • Increased Sponsorship: The hybrid model attracted new sponsorship opportunities from tech companies and global brands looking to engage with Coachella’s diverse audience.
  • Enhanced Collaborations: The festival’s profile and offerings were boosted by collaborations with artists and brands for exclusive content and experiences.

Live Streaming and Watch Parties

Social watch parties are transforming passive viewing into active social interaction, reshaping how people connect and experience media. As technology advances, the scope of what can be shared and how people interact will continue to evolve, promising an exciting future for this trend.

Services like Screena are pioneering the space with free watch party services seamlessly integrating with popular streaming platforms. These services are designed to accommodate the growing demand for shared viewing experiences, offering tools that allow users to host and participate in watch parties effortlessly.

Live Event Watch Parties

Live event watch parties bring people together to share the joy of watching films, TV shows, and live events from the comfort of their homes. These gatherings have grown significantly, especially for watching sports events and award shows.

Interactive Watch Parties

Integrating features that allow real-time interaction, such as chatting, gaming, and live reactions, has made watch parties more engaging. Platforms are evolving to support these interactive elements, making the viewing experience more immersive and social.

Niche Watch Parties

There’s a growing trend toward specialised watch parties that cater to specific interests, such as genre-specific film nights or thematic series marathons. This customisation allows participants to connect with like-minded individuals over shared passions deeply.

Purpose-Driven Watch Parties

Watch parties are increasingly used for greater causes, such as charity fundraisers or awareness campaigns. These events leverage the communal aspects of watch parties to support social and philanthropic causes, enhancing the sense of community and purpose among participants.

The Rise of Live Stream eCommerce

Instead of interacting with their audience through social media influencers, brands now focus on promoting and selling their merchandise through live video shopping. eCommerce live streaming has become a major trend and is expected to grow in popularity in 2024. Once brands integrate shopping with live-streaming content, consumer habits are heavily influenced.

Example: Pinterest Live Stream eCommerce

Image credit: Variety Magazine

Pinterest made a big move to engage in live stream eCommerce, which has already gained huge traction. Users can now showcase their products so their audience can easily purchase them. Live shopping and shop-exclusive deals will offer better prices to attract a new audience and get them interested in buying trending products.

Also, read – A summary of our Online Shopping report here.

Esports Are A Global Phenomenon

Esports, or electronic sports, have emerged as a major player in the entertainment industry, attracting millions of viewers and generating significant revenue. The rise of esports is closely linked to the growth of live-streaming platforms, which provide a venue for gamers to showcase their skills and for audiences to engage with their favourite games and players in real-time.

Growth of Esports in the United States

The United States is a significant market for esports, with major events and tournaments held regularly. The popularity of games like Overwatch, Fortnite, and League of Legends has contributed to the growth of the esports scene. Colleges and universities also recognise the value of esports, offering scholarships and creating dedicated esports programs.

Example: Overwatch League

Image Credit: SportsPro Media

The Overwatch League (OWL) is a professional esports league for Overwatch developed by Blizzard Entertainment. Similar to traditional sports leagues, the league has franchised teams representing different cities. OWL has brought esports into the mainstream, with matches broadcast on major networks and streamed online, drawing large audiences and significant sponsorship deals.

Growth of Esports in the United Kingdom

In the UK, esports are gaining momentum, with a growing number of events and increased media coverage. The UK Esports Association (UKESA) and other organisations are working to promote and develop the esports industry.

Example: Gfinity Elite Series

Image Credit: Gfinity PLC

The Gfinity Elite Series is a professional esports league in the UK that features multiple game titles, including FIFA, Rocket League, and Street Fighter. The league provides a platform for both amateur and professional players to compete, helping to foster local talent and grow the esports community in the UK.

Growth of Esports in Asia

Asia, particularly countries like China and South Korea, is at the forefront of the esports revolution. The region boasts some of the most passionate and dedicated esports fans, and the industry is supported by substantial investments from the private and public sectors.

Example: League of Legends Pro League (LPL)

Image Credit: ONE Esports 

The League of Legends Pro League (LPL) in China is among the most prestigious and competitive esports leagues globally. Teams like FunPlus Phoenix and Invictus Gaming have achieved international success, further elevating the status of Chinese esports on the world stage. The LPL has a massive following, with millions of viewers watching matches live.

The Rise of Esports in South Korea

PC Bang in South Korea. Image Credit: Senet

South Korea is often considered the birthplace of modern esports, with a culture that embraces competitive gaming. The country’s robust infrastructure and high-speed internet have made it an ideal environment for esports to flourish.

Key Developments:

  • StarCraft Legacy: StarCraft was one of the first games to achieve massive popularity in South Korea, with professional leagues and televised matches.
  • PC Bangs: Internet cafes, known as PC bangs, are ubiquitous in South Korea and serve as social hubs where gamers gather to play and compete.
  • Government Support: The South Korean government has recognised esports as a legitimate industry, providing support through infrastructure development and regulatory frameworks.

Impact on Global Esports:

South Korea’s success in esports has had a ripple effect worldwide, setting standards for professional leagues, player training, and audience engagement. South Korean players are often regarded as some of the best in the world, and their influence can be seen in the strategies and techniques used by teams globally.

Strategic Approaches to Gamification

Gaming broadcasters encourage social interaction and mixed-media experiences to attract younger viewers. Lockdowns pushed websites like Twitch, YouTube, and Facebook Gaming to grow massively this year and last. By leveraging their tech-savvy audience’s interests, Twitch added new features for live broadcasting to make airing various types of content more accessible.

Broadcasters started investing in real-time videos, interactivity features, and gamification. They noticed the importance of developing new protocols that deliver real-time videos at scale. Also, integrated chats and sharing options allow the audience to comment on and share content with their preferred social media platforms while watching.

The popularity of e-sports has been rapidly increasing, particularly since the start of the pandemic, leading to a surge in earnings and viewership. More e-sports enthusiasts and occasional viewers are projected to engage in e-sports live streaming in the coming years.

Some NBA teams have even decided to simulate games on NBA 2K and stream them on Twitch. Those games drew hundreds of thousands of viewers and showed great potential for similar content in the future. With more millennials and Gen Zs opting for video and gaming subscriptions than cable and traditional TV, it becomes clear that we are seeing the new direction the industry is heading.

Case Study: Twitch

Image Credit: Twitch 

Background

Launched in June 2011, Twitch is a live streaming platform initially focused on gaming, eSports, and video game live streaming. Owned by Amazon since 2014, Twitch has grown to become the world’s most extensive streaming website, with more than 15 million daily active users. Over time, the platform has expanded its content to include music, DIY, creative, and lifestyle streams, reflecting a broader scope of live entertainment.

Approach

Twitch’s unique approach centres on creating strong connections between streamers and their audiences. The platform allows fans to interact with streamers in real-time, fostering a sense of community and personal connection. Events like TwitchCon provide face-to-face moments for fans and streamers, further strengthening these bonds. Streaming daily helps build connections on a much more personal level than other platforms.

Despite the challenges of focusing primarily on live video content, Twitch has distinguished itself through its high engagement levels and strong social bonds. The platform’s design encourages viewers to participate in chats and live interactions, creating a dynamic and engaging user experience. This has been a key factor in its ability to maintain and grow its user base.

Outcomes

  • User Engagement: Twitch dominates the live streaming market with over 15 million daily active users and over 2.3 billion monthly visitors. It holds a significant lead over competitors like YouTube Gaming and Mixer, mainly due to its unique focus on community interaction and live content.
  • Market Presence: Twitch has a growing user base in multiple regions:
    • United States: Twitch has 33.2 million users in the United States, accounting for 20.36% of the platform’s total traffic. The US also has the largest share of Twitch viewers, with nearly a quarter of all users. The age group with the highest share of Twitch visitors is 25–34 years old.
    • United Kingdom: The UK has 13.4 million Twitch users, 5.23% of the global Twitch population, leveraging the country’s strong gaming culture and high internet penetration.
    • Asia: Twitch is gaining popularity in Asia. The Asia-Pacific market will generate over $78 billion in-game revenue this year. Twitch is also Japan’s most popular game streaming platform and is well-known for its Japanese gamer influencers.
  • Brand Collaborations: Major brands have successfully used Twitch to engage with the gaming community. Doritos sponsored Twitch competitions to position its brand as the go-to gaming snack, creating lasting impressions among gamers. Absolut Vodka increased brand awareness in Italy by collaborating with influencers to run gaming-themed ads and competitions. Wendy’s launched its own Twitch channel to host streams of popular games, gaining over 30,000 followers and enhancing its digital presence.
  • Psychological Impact: Studies have shown that Twitch provides entertainment and stress relief, contributing to physical and mental health benefits. Viewers enjoy a sense of community and interaction, which can reduce stress and improve mood.
  • Future Prospects: As Twitch continues to innovate, future features could include a “Twitch Market” for game-related merchandise, devices, and subscriptions, further integrating the platform into the gaming ecosystem.
media-consumption-trends

The Future of Live Streaming and e-sports

The future of live streaming and e-sports is poised for significant growth and innovation, driven by technological advancements and changing consumer behaviours. 

As technology evolves, so too will the ways in which we interact with and consume media. Emerging trends such as live stream eCommerce, gamification, and the integration of dynamic ad insertion will continue to shape the market, offering new opportunities for engagement and monetisation.

One of the most exciting developments is the growing intersection of live streaming and eCommerce. Brands increasingly leverage live video shopping to engage directly with consumers, transforming traditional retail experiences. This trend will likely accelerate, creating more personalised and interactive shopping experiences.

Moreover, the continued rise of esports highlights a broader shift toward digital and interactive entertainment. With significant growth in regions like the US, UK, and Asia, esports is redefining competitive sports and fostering new communities and opportunities for connection.

The concept of watch parties is also evolving, moving from simple shared viewing experiences to more immersive and interactive social events. Whether for niche interests or broader causes, watch parties are a powerful tool for building communities and driving social interaction, mostly with younger cohorts.

As we look ahead, integrating advanced technologies such as AI and machine learning will further personalise and enhance live streaming experiences. Real-time analytics, improved content recommendations, and seamless ad integrations will ensure that live streaming remains a dynamic and engaging medium.

Live streaming and e-sports are at the forefront of a media revolution, offering innovative ways to connect, engage, and entertain. The potential for growth and innovation is immense, and as these trends continue to develop, they will undoubtedly redefine how we experience entertainment and commerce.

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Just a few decades ago, the evening news or the morning paper was most people’s primary information source. Today, in the age of smartphones and social media, how we consume news has radically transformed. According to a recent study, nearly 60% of US adults now get their news from social media, a stark contrast to traditional news consumption patterns of the past.

In this blog, we cover:

  • How different generations access and trust news sources
  • The consequences of content gating by traditional media
  • The implications of our headline-skimming culture
  • Current trends shaping the future of news media
  • Insights for marketers, product marketers, and market researchers of media brands

Changing Patterns in News Consumption

Generational Differences

Baby Boomers: Preference for Traditional Media

Baby Boomers, born between 1946 and 1964, strongly prefer traditional media outlets such as television and newspapers. According to a recent report, 78% of Baby Boomers still rely on TV for their news, and 53% regularly read newspapers. This generation values the credibility and familiarity of established news sources, finding comfort in the trusted anchors and print journalists they’ve followed for years.

Gen X and Millennials: A Blend of Traditional and Digital Media

Gen X (born 1965-1980) and Millennials (born 1981-1996) exhibit a more blended approach to news consumption. While they still engage with traditional media, they increasingly turn to digital platforms. Pew Research data from 2022 indicates that 62% of Gen X and 72% of Millennials access news online at least weekly, with significant overlap in their use of social media and news websites. This generational shift reflects their adaptability, comfort with digital technology, and desire for on-demand access to information.

Gen Z: Predominantly Digital, Social Media, and Online News

Gen Z, born after 1996, are the first true digital natives, and their news consumption habits reflect this reality. A 2023 Reuters Institute Digital News Report highlights that 84% of Gen Z individuals get their news from social media platforms like Instagram, TikTok, and Twitter. Only 26% of Gen Z report watching TV news regularly, and an even smaller percentage read print newspapers. This generation values quick, accessible, and visually engaging news formats, often favouring short video clips and social media posts over long-form articles.

Key Statistics Across Generations

  • Baby Boomers: 78% watch TV news, 53% read newspapers 
  • Gen X: 62% access news online weekly 
  • Millennials: 72% access news online weekly 
  • Gen Z: 84% get news from social media 

The Rise of Digital and Social Media

Digital Transformation: How Online Platforms Have Become Primary News Sources

The digital revolution has fundamentally transformed the way people consume news. Online platforms, including news websites and apps, have become primary sources of information for many. According to a 2022 study, 86% of Americans get their news from a digital device, including computers, tablets, and smartphones. This shift reflects the growing demand for immediate, on-the-go access to news, allowing consumers to stay informed anytime and anywhere.

Social Media’s Role: The Impact of Platforms Like Facebook, Twitter, and TikTok on News Dissemination

Social media platforms have played a significant role in this digital transformation. Sites like Facebook, Twitter, and TikTok have become vital channels for news dissemination, particularly among younger generations. 

Recent research revealed that 48% of US adults said they get news from social media “often” or “sometimes.” Facebook remains the dominant platform, with 31% of adults using it for news, followed by YouTube at 22% and Twitter at 14%.

These platforms not only deliver news but also enable real-time interaction and engagement. Users can share, comment, and discuss news stories, creating a dynamic and interactive ecosystem. TikTok, known for its short-form videos, has seen a rapid increase in news consumption, especially among Gen Z. According to the Reuters Institute, 38% of Gen Z users globally use TikTok for news, a significant rise from previous years.

Implications: The Consequences of Instant News Access and Algorithmic Influence

Instant access to digital and social media news has several implications. On the positive side, it allows for real-time updates and a greater diversity of news sources. However, it also raises concerns about information overload and the quality of news consumed. The role of algorithms in shaping news consumption is particularly significant. These algorithms, designed to maximise user engagement, often prioritise sensational and emotionally charged content, which can lead to the spread of misinformation and echo chambers.

A recent study by the Knight Foundation found that 58% of Americans believe that the news they see on social media is less reliable than news from other sources. This scepticism highlights the challenge of ensuring the accuracy and reliability of news in the digital age. Additionally, the speed at which news spreads on social media can sometimes amplify false information before it can be corrected.

Data: Statistics on Social Media Usage for News

  • Social Media News Consumption: 48% of US adults get news from social media (Pew Research Center, 2023).
  • Platform Usage:
    • Facebook: 31% of adults use it for news (Pew Research Center, 2023).
    • YouTube: 22% of adults use it for news (Pew Research Center, 2023).
    • Twitter: 14% of adults use it for news (Pew Research Center, 2023).
  • TikTok: 38% of Gen Z users globally use TikTok for news (Reuters Institute, 2023).
  • Trust in Social Media News: 58% of Americans view news on social media as less reliable (Knight Foundation, 2022).

Content Gating and Its Consequences

Paywalls and Subscriptions: How Traditional News Outlets Are Gating Content to Monetise

When digital content is abundant and often free, traditional news outlets have increasingly turned to paywalls and subscriptions to monetise their content. This trend is driven by the need to offset declining advertising revenues and maintain journalistic standards. 

According to a recent report by the Reuters Institute, 76% of leading newspapers in the US and Europe have implemented some form of paywall. Prominent examples include The New York Times, The Washington Post, and The Wall Street Journal, all requiring subscriptions to access most of their content.

Impact on Trust: The Shift to Less Trustworthy Sources When Content Is Gated

While paywalls help sustain quality journalism, they also pose a significant challenge: the potential shift of audiences to less trustworthy sources. When faced with gated content, many consumers opt for free, less reliable alternatives. A recent study by the Media Insight Project found that 45% of adults have encountered paywalls, and 62% sought out free news sources instead. This behaviour can lead to increased exposure to misinformation and lower-quality journalism, as free news sites may prioritise sensationalism and click-over accuracy.

Case Studies: Examples of Major News Outlets with Gated Content and the Resulting Consumer Behaviour

Several major news outlets have embraced paywalls with varying levels of success:

  • The New York Times: With its digital subscription model introduced in 2011, The New York Times now boasts over 10 million digital-only subscribers as of 2023 (The New York Times Company). This success highlights a strong consumer willingness to pay for high-quality journalism.
  • The Washington Post: Similarly, The Washington Post has seen substantial growth in digital subscriptions, reaching 3 million in 2022. However, they also face challenges with audience retention and attracting younger readers who are less inclined to pay for news (Reuters Institute, 2022).
  • The Wall Street Journal: Known for its business and financial coverage, The Wall Street Journal has effectively used a strict paywall to maintain a dedicated subscriber base of over 3.5 million as of 2023. Their model demonstrates the value perceived by niche audiences in specialised content (Dow Jones & Company).

These examples illustrate a mixed landscape where paywalls can be both a lifeline for quality journalism and a barrier driving consumers towards free, less trustworthy news sources.

Qualitative Insight: Consumer Attitudes Towards Paywalls and Their Perceived Value of News

Consumer attitudes towards paywalls are complex and multifaceted. According to a 2023 survey by the American Press Institute, 52% of respondents believe that news should be free, reflecting a lingering expectation for free access to information. However, the same survey found that 41% of respondents who pay for news feel that the quality and reliability of the content justify the cost. This indicates a willingness among a significant portion of the audience to support quality journalism financially.

Qualitative insights reveal a generational divide in attitudes towards paywalls. Older generations, who grew up with paid print subscriptions, are generally more accepting of paying for digital news. In contrast, younger generations, accustomed to free online content, often perceive paywalls as a barrier. This generational difference suggests that news organisations must balance their monetisation strategies with efforts to engage and educate younger audiences about the value of quality journalism.

Data: Statistics on Consumer Behavior and Attitudes Towards Paywalls

  • Encounter with Paywalls: 45% of adults have encountered paywalls. 
  • Response to Paywalls: 62% of those who encounter paywalls seek free alternatives 
  • Digital Subscribers:
    • The New York Times: Over 10 million digital-only subscribers 
    • The Washington Post: 3 million digital subscribers 
    • The Wall Street Journal: Over 3.5 million digital subscribers 
  • Consumer Attitudes: 52% believe news should be free, and 41% believe paid news is worth the cost (American Press Institute, 2023).

The Headline Culture

Clickbait and Short Attention Spans: The Tendency to Not Read Beyond Headlines

The prevalence of clickbait headlines and readers’ diminishing attention spans have significantly altered how news is consumed. Clickbait, designed to attract clicks through sensational or misleading headlines, capitalises on the reality that many people do not read beyond the headline. This trend is compounded by the sheer volume of available information, leading to “headline culture.”

A study by the Pew Research Center found that 63% of US adults acknowledge they often only read headlines of news stories shared on social media. This behaviour is particularly pronounced among younger generations, with 74% of Millennials and Gen Z reporting they frequently skim headlines rather than engage with full articles.

Statistics: Data on How Many People Read Full Articles Versus Headlines

A recent study conducted by Chartbeat, a content intelligence platform, shows the extent of headline-only reading. The study revealed that 55% of page views on news websites last less than 15 seconds, suggesting that most readers do not engage with the content beyond the headline. Furthermore, a report by Microsoft highlighted that the average human attention span has dropped to just 8 seconds, exacerbating the tendency to skim rather than read in-depth.

Consequences: The Implications for Public Knowledge and Misinformation

The shift towards headline-driven news consumption has several critical implications for public knowledge and the spread of misinformation. When readers only engage with headlines, they miss out on the nuance and context provided in the full article, leading to a superficial understanding of complex issues. This can result in the spread of incomplete or misleading information, as headlines often oversimplify or sensationalise the content to grab attention.

According to a recent survey by the Reuters Institute, 47% of respondents admitted to sharing news stories on social media without reading beyond the headline. This behaviour contributes to the rapid dissemination of potentially inaccurate or misleading information. 

Additionally, a study by MIT found that false news spreads significantly faster and more broadly than accurate news on social media platforms, highlighting the dangers of headline-only consumption.

The consequences of this trend are far-reaching. Misinformation can shape public opinion and influence decision-making on critical issues, from health and science to politics and social policy. For example, during the COVID-19 pandemic, headline-only reading contributed to the spread of false information about the virus and vaccines, complicating public health efforts.

Data: Statistics on Headline Reading and Its Impact

  • Headline-Only Reading: 63% of US adults only read headlines on social media 
  • Short Attention Span: 55% of page views on news sites last less than 15 seconds 
  • Attention Span: The average human attention span is now 8 seconds 
  • Sharing Without Reading: 47% of respondents share news without reading beyond the headline 
  • Spread of False News: False news spreads faster and more widely than accurate news.

Addressing the challenges posed by headline culture requires a concerted effort from news organisations, educators, and consumers. News outlets must balance the need for catchy headlines with the responsibility to provide accurate and comprehensive reporting. 

Educators and media literacy programs can equip consumers with the skills to critically evaluate news content beyond the headline. As we look to the future, fostering a more informed and engaged public will be crucial in mitigating the negative impacts of headline culture on society.

News Consumption Around the World

CountryPrimary News SourcesDigital News ConsumptionSocial Media for NewsTrust in News Media
ChinaState media, online news platforms89% access news online (Reuters Institute, 2023)73% use social media for news (WeChat, Weibo) (Pew Research Center, 2022)High trust in state media, low trust in foreign sources (Reuters Institute, 2023)
IndiaTV, online news websites, newspapers68% access news online (Reuters Institute, 2023)72% use social media for news (Facebook, WhatsApp) (Pew Research Center, 2022)Moderate trust in news media, rising concern over misinformation (Reuters Institute, 2023)
IndonesiaTV, online news portals, social media78% access news online (Reuters Institute, 2023)86% use social media for news (Facebook, Instagram) (Reuters Institute, 2023)Moderate trust in news, concerns over online misinformation (Reuters Institute, 2023)
JapanTV, newspapers, online news sites76% access news online (Reuters Institute, 2023)29% use social media for news (Twitter, Line) (Pew Research Center, 2022)High trust in traditional media, cautious about online news (Reuters Institute, 2023)
PhilippinesTV, social media, online news sites82% access news online (Reuters Institute, 2023)88% use social media for news (Facebook, YouTube) (Reuters Institute, 2023)High trust in news media, but rising concern over fake news (Reuters Institute, 2023)
SingaporeTV, online news sites, newspapers74% access news online (Reuters Institute, 2023)65% use social media for news (Facebook, WhatsApp) (Pew Research Center, 2022)High trust in government-regulated news sources (Reuters Institute, 2023)
ThailandTV, online news portals, social media85% access news online (Reuters Institute, 2023)79% use social media for news (Facebook, Line) (Reuters Institute, 2023)Moderate trust in news media, concerns over online misinformation (Reuters Institute, 2023)
UKTV, online news sites, newspapers79% access news online (Reuters Institute, 2023)45% use social media for news (Facebook, Twitter) (Pew Research Center, 2022)Moderate trust in news media, increasing skepticism of social media (Reuters Institute, 2023)
VietnamTV, online news portals, social media83% access news online (Reuters Institute, 2023)81% use social media for news (Facebook, Zalo) (Reuters Institute, 2023)High trust in government-controlled media (Reuters Institute, 2023)

Key Insights

China: In China, state media and online news platforms dominate. With 89% accessing news online, the country’s controlled media environment fosters high trust in state news sources but low trust in foreign news.

India: Indian consumers rely heavily on TV and online news, with 68% accessing digital news and 72% using social media. Trust in news is moderate, with rising concerns over misinformation.

Indonesia: Indonesian news consumption is marked by high digital engagement, with 78% accessing news online and 86% using social media. Trust is moderate, with significant concerns over misinformation.

Japan: Japanese consumers prefer traditional media like TV and newspapers, though 76% access news online. Trust remains high in traditional media, with cautious engagement in online news.

Philippines: The Philippines exhibits high digital news consumption (82%) and significant use of social media for news (88%). Trust in news media is high, but concerns over fake news are growing.

Singapore: In Singapore, news consumption is balanced across TV, online platforms, and newspapers, with 74% accessing digital news. Trust in government-regulated news is high.

Thailand: Thai consumers show high digital engagement (85%) and social media usage for news (79%). Trust in news media is moderate, with concerns over misinformation prevalent.

UK: UK news consumers access news digitally (79%) and moderately use social media (45%). Trust in traditional news media is moderate, with increasing skepticism towards social media sources.

Vietnam: In Vietnam, TV and online news are primary sources, with 83% accessing news online and 81% using social media. Trust in government-controlled media is high.

Top Online and Offline Sources of News Media by Country

CountryTop Offline SourcesCirculation/ViewershipTop Online SourcesAudience Statistics
USThe New York Times (Print)850,000 (daily circulation, 2023)CNN Digital166 million unique visitors (monthly, 2023)
Fox News (TV)2.5 million (average primetime viewership, 2023)The New York Times Online10 million digital-only subscribers (2023)
ChinaPeople’s Daily (Print)3 million (daily circulation, 2023)Tencent News1 billion active users (monthly, 2023)
CCTV News (TV)155 million (average daily viewership, 2023)Sina News700 million active users (monthly, 2023)
IndiaDainik Bhaskar (Print)4.6 million (daily circulation, 2023)Times of India Online225 million unique visitors (monthly, 2023)
Aaj Tak (TV)24 million (average daily viewership, 2023)NDTV Online150 million unique visitors (monthly, 2023)
IndonesiaKompas (Print)500,000 (daily circulation, 2023)Detik.com200 million unique visitors (monthly, 2023)
RCTI (TV)30 million (average daily viewership, 2023)Tribunnews.com100 million unique visitors (monthly, 2023)
JapanYomiuri Shimbun (Print)8.5 million (daily circulation, 2023)Yahoo Japan News50 million unique visitors (monthly, 2023)
NHK News (TV)10 million (average daily viewership, 2023)Asahi Shimbun Digital30 million unique visitors (monthly, 2023)
PhilippinesManila Bulletin (Print)280,000 (daily circulation, 2023)Rappler25 million unique visitors (monthly, 2023)
ABS-CBN News (TV)15 million (average daily viewership, 2023)Inquirer.net20 million unique visitors (monthly, 2023)
SingaporeThe Straits Times (Print)250,000 (daily circulation, 2023)Channel NewsAsia Online12 million unique visitors (monthly, 2023)
Channel NewsAsia (TV)1 million (average daily viewership, 2023)The Straits Times Online10 million unique visitors (monthly, 2023)
ThailandThai Rath (Print)1 million (daily circulation, 2023)Sanook.com40 million unique visitors (monthly, 2023)
Channel 7 (TV)10 million (average daily viewership, 2023)Khaosod English25 million unique visitors (monthly, 2023)
UKThe Sun (Print)1.2 million (daily circulation, 2023)BBC News Online150 million unique visitors (monthly, 2023)
BBC News (TV)6 million (average daily viewership, 2023)The Guardian Online50 million unique visitors (monthly, 2023)
VietnamTuổi Trẻ (Print)450,000 (daily circulation, 2023)VNExpress60 million unique visitors (monthly, 2023)
VTV1 (TV)20 million (average daily viewership, 2023)Zing News50 million unique visitors (monthly, 2023)

The Future of News Media

Cable News: Trends and Challenges Facing Cable News Networks

Cable news networks, once the cornerstone of TV news consumption, face significant challenges in the digital age. The rise of streaming services and on-demand content has led to a decline in cable subscriptions. 

According to a recent study, cable TV viewership has dropped by 20% over the past five years. Younger audiences, in particular, are migrating away from traditional cable news in favour of online platforms.

The primary challenges for cable news include maintaining relevance among digital-first consumers and adapting to the rapidly changing media landscape. Networks like CNN, Fox News, and MSNBC are investing heavily in digital strategies, including streaming services and social media engagement, to retain and grow their audience. However, the competition from digital-native news organisations and the need to combat misinformation while maintaining trust remain significant hurdles.

Local News: The Role and Future of Local News Outlets

Local news outlets play a crucial role in communities by covering regional events, politics, and issues that may not receive national attention. Despite their importance, local news organisations are facing a crisis, with many struggling to stay afloat due to declining ad revenues and readership. The Poynter Institute reported that over 2,000 local newspapers in the US have closed since 2004, leading to “news deserts” in many areas.

Local news outlets are exploring new business models to combat these challenges, such as nonprofit status, community funding, and partnerships with larger media organisations. Additionally, there’s a growing trend of hyperlocal digital news platforms focusing on specific communities or topics, offering tailored content that traditional local newspapers may not provide. These efforts aim to revitalise local journalism and ensure that communities continue to have access to vital news and information.

Online News: Emerging Trends in Online News Consumption

The shift towards online news consumption is characterised by the rise of independent journalism and niche news sites. Independent news organisations, often funded through subscriptions or donations, provide an alternative to mainstream media, focusing on in-depth reporting and investigative journalism. Examples include ProPublica and The Intercept, which have gained recognition for their high-quality, in-depth coverage.

Niche news sites cater to specific interests or communities, offering specialised content that may not be covered extensively by general news outlets. Platforms like The Athletic (sports journalism) and TechCrunch (technology news) have succeeded by targeting passionate audiences with focused content. According to research, 43% of digital news consumers regularly visit niche or independent news sites, reflecting a growing appetite for specialised journalism.

Predictions: Expert Predictions on the Future Landscape of News Media

Experts predict that the future of news media will be increasingly digital, decentralised, and driven by consumer preferences. The continued growth of digital subscriptions and donations indicates that audiences are willing to pay for quality journalism. According to a report by the International News Media Association (INMA), digital news revenues are expected to surpass print revenues by 2025, highlighting the ongoing shift towards digital-first strategies.

The role of artificial intelligence (AI) and machine learning in news production and distribution is also expected to grow. AI can help personalise news feeds, automate reporting on routine stories, and assist in fact-checking to combat misinformation. However, the ethical implications of AI in journalism, such as bias and accountability, will need to be carefully managed.

Another key trend is the increasing importance of multimedia content, including podcasts, videos, and interactive storytelling. The Reuters Institute found that 48% of young adults (aged 18-24) prefer news formats that include video or audio elements. This shift underscores the need for news organisations to diversify their content offerings and leverage multiple platforms to reach broader audiences.

Key Data:

  • Cable News Viewership: Cable TV viewership has dropped by 20% over the past five years 
  • Local News Closures: Over 2,000 local newspapers in the US have closed since 2004 
  • Niche News Sites: 43% of digital news consumers regularly visit niche or independent news sites 
  • Digital Revenue: Digital news revenues are expected to surpass print revenues by 2025 
  • Multimedia Content: 48% of young adults prefer news formats that include video or audio elements 

The future of news media is poised for continued transformation, driven by technological advancements and evolving consumer preferences. As the media landscape evolves, the focus will be on maintaining trust, delivering high-quality journalism, and meeting the needs of a digitally savvy population.

Consumer Behavior and Market Implications

Behavioral Trends: Insights into How Consumer Behavior is Shaping News Media

Consumer behaviour in news consumption is increasingly driven by digital and social media platforms, reflecting broader trends in media engagement. 86% of Americans get their news from digital devices, and 48% often get their news from social media. This shift towards digital platforms is most pronounced among younger generations, with 84% of Gen Z accessing news through social media, compared to only 31% of Baby Boomers.

Another key trend is the preference for multimedia content. 48% of young adults prefer news formats that include video or audio elements, highlighting the need for news organisations to diversify their content offerings. Additionally, the growing use of mobile devices for news consumption means that content needs to be optimised for smaller screens and shorter attention spans.

Marketing Implications: What These Changes Mean 

The evolving landscape of news consumption presents challenges and opportunities for media brands. The fragmentation of news sources and the shift toward digital platforms require a more nuanced understanding of audience behaviour and preferences. Traditional advertising models may no longer be as effective, necessitating innovative approaches to reach and engage target audiences.

One significant implication is the need for brands to build trust and credibility. With 58% of Americans viewing news on social media as less reliable (Knight Foundation, 2022), brands that can establish themselves as trustworthy sources of information have a distinct advantage. This can be achieved through transparency, consistent messaging, and aligning with reputable news outlets.

Another implication is the importance of multimedia content in marketing strategies. Given the preference for video and audio content, brands should invest in creating engaging multimedia campaigns that resonate with their audience. Leveraging platforms like YouTube, TikTok, and podcasts can help reach younger, digitally-savvy consumers.

Actionable Insights: Strategies for Engaging with Different Generations and Leveraging the Changing News Consumption Landscape

1. Tailor Content to Generational Preferences:

  • Baby Boomers: Focus on credibility and familiarity by aligning with trusted traditional news sources and providing detailed, in-depth content.
  • Gen X and Millennials: Utilise a blend of traditional and digital media, ensuring content is accessible on both platforms. Interactive content, such as webinars and live Q&A sessions, can be effective.
  • Gen Z: Prioritise social media engagement and multimedia content. Short, visually appealing videos and interactive social media posts are crucial to capturing their attention.

2. Optimise for Mobile and Digital Platforms:

  • Ensure all content is mobile-friendly, with quick load times and easy navigation. Use responsive design to cater to various devices and screen sizes.
  • Leverage social media algorithms by creating shareable and engaging content that encourages interaction and discussion.

3. Build and Maintain Trust:

  • Provide accurate, well-researched information to establish your brand as a reliable source—partner with reputable news outlets and industry experts to enhance credibility.
  • Engage in transparent communication and promptly address misinformation to build and maintain consumer trust.

4. Invest in Multimedia Content:

  • Create diverse content formats, including videos, podcasts, infographics, and interactive articles. This will cater to different consumption preferences and keep your audience engaged.
  • Use data analytics to track which types of content perform best and adjust your strategy accordingly.

5. Leverage Data and Analytics:

  • Use audience insights and data analytics to understand consumer behaviour and tailor your marketing strategies. Track engagement metrics, such as time spent on content, click-through rates, and social media interactions.
  • Implement A/B testing to determine the most effective content formats and distribution channels.

Key Data:

  • Digital News Consumption: 86% of Americans get their news from digital devices.
  • Social Media for News: 48% of Americans get news from social media.
  • Multimedia Preference: 48% of young adults prefer news formats with video or audio.
  • Trust in Social Media News: 58% view news on social media as less reliable.

Future Outlook: Final Thoughts on How the News Media Industry Can Adapt and Thrive

The news media industry stands at a pivotal crossroads, driven by rapid technological advancements and evolving consumer behaviours. To thrive in this dynamic landscape, news organisations must embrace innovation, prioritise trust, and adapt to the diverse needs of a global audience.

Embracing Technological Innovation

Integrating artificial intelligence (AI) and machine learning will play a transformative role in the future of news media. AI can streamline news production, enhance content personalisation, and improve fact-checking processes. By leveraging AI, news organisations can deliver more relevant and accurate news tailored to individual preferences. For instance, personalised news feeds powered by AI algorithms can help readers discover content that aligns with their interests, increasing engagement and satisfaction.

Virtual reality (VR) and augmented reality (AR) are also poised to revolutionise news consumption. Through VR and AR, immersive storytelling can provide audiences with a deeper understanding of complex issues by offering interactive and experiential news content. Imagine experiencing a news report on climate change through a VR simulation that transports you to the melting polar ice caps—such innovations can make news more engaging and impactful.

Prioritising Trust and Credibility

In an era of misinformation and declining trust in media, news organisations must prioritise transparency and credibility. Establishing a robust fact-checking infrastructure and adhering to high journalistic standards will be essential. Collaboration between media outlets to combat fake news and promote media literacy can also help restore public confidence.

Blockchain technology offers a promising solution for enhancing transparency. By creating immutable records of news stories, blockchain can help verify the authenticity and origin of content, reducing the spread of false information. News organisations that adopt such technologies will be better positioned to earn and maintain audience trust.

Adapting to Global and Cultural Diversity

The future of news media will be increasingly global and culturally diverse. News organisations must cater to a multilingual and multicultural audience, providing content that resonates across different regions and cultures. This requires a nuanced understanding of local contexts and the ability to deliver news in multiple languages.

Collaborative journalism initiatives that bring together reporters from different countries can offer diverse perspectives on global issues. By fostering cross-cultural reporting, news organisations can provide a more comprehensive and inclusive view of world events, promoting greater understanding and empathy among audiences.

Impact on Societies and Culture

The evolution of news media will have profound implications for societies and cultures globally. As news consumption becomes more personalised and interactive, individuals will have greater access to diverse viewpoints, fostering a more informed and engaged citizenry. However, the challenge will be to balance personalisation with exposure to a wide range of perspectives, preventing the formation of echo chambers.

The rise of independent journalism and niche news sites will empower communities to tell their own stories, challenging dominant narratives and promoting a more pluralistic media environment. This democratisation of news production can enhance social cohesion by giving voice to underrepresented groups and fostering a more inclusive public discourse.

The future of news media is bright, brimming with opportunities for innovation and growth. By embracing technology, prioritising trust, and adapting to the needs of a global audience, news organisations can survive and thrive in this rapidly changing landscape. 

We envision a media environment that empowers individuals, strengthens democratic societies, and fosters a deeper understanding of our complex world. The journey ahead will be challenging, but with foresight and adaptability, the news media industry can continue to play a vital role in shaping our collective future.

Marketers worldwide are drawn to the next big thing to help them optimise the ROI on their ad spend, and they are increasingly betting on data-driven ad targeting. So, naturally, marketing budgets in many countries are shifting to Connected TV or CTV.

With a continued shift to streaming TV and the speed at which things are moving, marketers are increasing CTV budgets, especially in more developed markets like the US and the UK.

78% of US and 90% of UK marketers plan to continue investing more in CTV advertising. 

Marketers must stay current with the latest trends to remain competitive and relevant. The shift in TV viewing habits to Connected TV (CTV) has opened up a world of opportunities for marketers to reach their target audience in a more engaging way. CTV advertising is a must-know strategy for any brand looking to stay ahead of the curve and maximise its marketing efforts. 

What is CTV?

CTV, or Connected TV, refers to any TV set connected to the Internet, allowing viewers to stream content through various apps and services. Unlike traditional Linear TV, CTV provides audiences with an on-demand, personalised viewing experience.

OTT, or Over-the-Top, is often confused with CTV, which refers to delivering TV and video content through the Internet rather than traditional broadcasting methods. CTV and OTT have become increasingly popular among consumers, with market research indicating a steady rise in cord-cutting and increased streaming services worldwide. For brands, CTV offers a new and highly effective platform for advertising and reaching audiences who are consuming content in a non-traditional way.

How does CTV Differ from Linear TV?

Television advertising has come a long way since its inception in the 1940s. Advertisers have relied on traditional Linear TV for decades to reach their target audience. However, with the introduction of Connected TV, there has been a significant shift in how people consume television content.

So, how does CTV differ from traditional Linear TV?

The most significant difference lies in the delivery method. While Linear TV broadcasts content on a predetermined schedule, CTV streams video content through an internet-connected device, such as a smart TV, streaming box, or gaming console. This allows viewers to access content on-demand and anytime, eliminating the need to adhere to a pre-scheduled TV programming lineup.

CTV advertising marries the power of traditional TV advertising with the preciseness and measurement capabilities of a digital ad medium.

81% of marketers worldwide report planned increases in CTV advertising budgets.

One of the major benefits of CTV advertising is the ability to target specific audiences. With CTV, marketers can leverage market research to deliver targeted ads to the right consumers based on demographic data, interests, and behaviour. In contrast, Linear TV ads are often less targeted, as they rely on broad audience demographics like age and gender.

Another significant difference is the level of audience engagement. While traditional Linear TV often involves passive viewing, CTV viewers are likelier to engage with the content they consume. Viewers can pause, rewind, or fast-forward through ads, making it crucial for brands to create compelling content that captures their attention and keeps them engaged.

guide-to-gen-z

The Benefits of CTV Advertising

As marketers seek ways to engage with their audiences effectively in today’s fast-paced digital age, CTV advertising has become very popular.

Let’s look at some important benefits of CTV advertising for brands:

Data-driven insights.

It offers data-driven insights into viewer behaviour, preferences, and engagement. This helps advertisers understand their audience better and create more personalised campaigns.

“80% of what people play on Netflix actually comes from the recommendation algorithm.” 

-Aish Fenton, Director — Machine Learning, Netflix

Targeting capabilities.

CTV advertising provides targeting capabilities that allow advertisers to reach specific audiences. Advertisers can use audience data, such as location, age, and interests, to serve relevant ads to viewers.

Non-skippable ads.

CTV ads are non-skippable, which means viewers must watch the entire ad. This results in a higher engagement rate than other digital advertising forms. Advertisers can use this to their advantage by creating high-quality, visually appealing ads that capture the viewer’s attention.

Accurate, measurable results.

CTV advertising provides accurate measurement tools that allow advertisers to track and measure the success of their campaigns. Advertisers can see how many viewers watched their ad, how long they watched it, and whether they took any action, such as clicking a call-to-action button.

The Five Stages of CTV Planning

Define your target audience.

The first step in CTV planning is to understand who your audience is and how they consume TV content. Conducting market research to identify their viewing habits, preferences, and demographics can help you create a targeted CTV advertising campaign.

Netflix clearly understands its target audience, and its CTV ads are designed to speak directly to this demographic, featuring music and humour that resonates with them.

Set objectives.

Define what you want to achieve with your CTV campaign. This could be increased brand awareness, lead generation, or increased sales. Having clear objectives in mind will help guide your strategy and ensure you measure the success of your campaign effectively.

Choose your CTV platform.

Several CTV platforms are available, each offering different features and targeting options. Research which platforms your target audience will use and select one that aligns with your campaign objectives.

Consider working with a partner to access multiple platforms.

For instance, Amazon Prime Video uses Amazon’s extensive customer database to target its CTV ads. They use personalised messaging and relevant product suggestions to engage customers, increasing conversion rates.

Develop a media plan. 

After choosing your platform, you must decide where and when your ads will appear. This involves selecting ad formats, determining the frequency and reach of your campaign, and creating a budget. A media plan will help you allocate resources effectively and reach your target audience.

Monitor and optimise your campaign.

CTV campaigns are not set-and-forget; they require ongoing monitoring and optimisation. Monitor your campaign’s performance using Key Performance Indicators (KPIs) such as reach, frequency, engagement, and conversions. Make changes as needed to improve the performance of your campaign.

Your CTV ads should be compelling, creative, and engaging, designed to capture attention and leave a lasting impression. Use video and interactive elements to create an immersive experience.

Coca-Cola’s 45-second TV commercial, ‘2023 March Madness: Best Blocker Ever’ starring “Dave,” Lil Dicky and Taco star alongside Magic Johnson, made quite a sensation across platforms.

Market research is crucial to CTV planning as it helps you make informed decisions at every stage. It provides insights into your target audience, identifies opportunities and challenges, and enables you to understand the effectiveness of your campaign. By conducting thorough research and following these five stages, you can create a successful CTV advertising campaign that delivers results and keeps your brand relevant in the digital age.

Peloton’s successful CTV advertising strategy

Peloton is a famous fitness brand that took the world by storm with its home exercise equipment and digital classes. In 2020, the company launched a new CTV advertising campaign to promote its digital app and attract new users. The campaign featured a series of dynamic, visually appealing ads that showcased the benefits of Peloton’s app, including convenience, variety, and community. The ads were tailored to different demographics, with messages and imagery designed to appeal to busy professionals, parents, and fitness enthusiasts.

Peloton is a famous fitness brand that took the world by storm with its home exercise equipment and digital classes. In 2020, the company launched a new CTV advertising campaign to promote its digital app and attract new users. The campaign featured a series of dynamic, visually appealing ads that showcased the benefits of Peloton’s app, including convenience, variety, and community. The ads were tailored to different demographics, with messages and imagery designed to appeal to busy professionals, parents, and fitness enthusiasts. 

The brand’s latest 15-second TV commercial, ‘2023 Mother’s Day: Something She’ll Come Back To,’ is another example of how brands in various industries invest more in CTV advertising this year.

Measuring Success with CTV

As with any marketing strategy, measuring success is critical for ensuring that your CTV advertising efforts are making an impact. Fortunately, as discussed before, CTV advertising offers a range of metrics that can help you gauge the effectiveness of your campaigns. 

Here are a few key metrics to consider:

Viewability. 

Viewability measures the percentage of an ad that is actually visible to the viewer. On CTV, viewability tends to be higher than on other digital platforms since viewers are typically focused on the screen and not multitasking.

Completion rate. 

The completion rate measures the percentage of viewers who watch an entire ad from start to finish. On CTV, completion rates are higher than on other digital platforms since viewers can’t skip or fast-forward through ads.

Click-through rate. 

Click-through rate measures the percentage of viewers who click on an ad to visit the advertiser’s website. While CTRs tend to be lower on CTV than on other digital platforms, they can still be a valuable metric for tracking engagement.

Conversions. 

Ultimately, CTV advertising aims to drive conversions – whether that’s sales, sign-ups, or another type of action. Measuring conversions requires tracking viewers who saw your ad and took a specific action. 

While conversion tracking on CTV can be more complex than on other digital platforms, it’s still possible through attribution modelling and retargeting techniques.

To get the most out of your CTV advertising campaigns, it’s essential to use a range of metrics to measure success. By tracking metrics like viewability, completion rate, click-through rate, and conversions, you can gain valuable insights into your campaigns’ performance and optimise them for even greater success.

beauty-trends

How will Contextual Targeting on CTV and OTT Platforms take your brand to the next level?

Contextual targeting is an advertising strategy that delivers ads to specific viewers based on the content they are watching. It’s an essential tactic in CTV advertising because it can help increase relevancy and reduce ad fatigue.

Contextual targeting uses machine learning algorithms to analyse the content that a viewer is consuming and delivers ads that are relevant to that content. For example, if a viewer watches a cooking show, the ads could be for kitchen gadgets or cooking ingredients.

According to a study by Adweek, contextual targeting in CTV advertising has resulted in a 41% higher brand recall and a 25% higher purchase intent than standard targeting methods.

This is because viewers are likelier to pay attention to an ad relevant to the content they are consuming.

Contextual targeting on CTV and OTT platforms is crucial for engaging viewers with relevant ads. Ads that are contextually relevant to the environment in which they are viewed are more likely to be seen and responded to. This increases the possibility of converting viewers into consumers. On the other hand, irrelevant ads may be viewed as unpleasant and negatively impact the connection with the brand and product offering. Advertisers who align their content with the context of digital advertising can boost the long-term impact of their TV ads and promote consumer loyalty. Overall, context is essential in all types of media, including CTV.

Subway, the sandwich giant, leveraged the star power of celebrity icons like Tom Brady and Serena Williams to unveil new menu options and a huge giveaway to boost brand awareness and excite their target audience. This campaign proved highly effective on Connected TV platforms, resulting in a 33% increase in sales.

Kitchen appliance brand Breville partnered with the cooking show “America’s Test Kitchen” to deliver contextual ads to viewers of the show. The ads featured Breville products relevant to the cooking techniques demonstrated on the show, such as a blender for making smoothies or a toaster oven for baking. As a result, Breville saw a 42% lift in brand awareness and a 20% lift in purchase intent.

In addition to improving ad performance, contextual targeting ensures that brands deliver ads in a brand-safe environment. By analysing the content viewers watch, advertisers can ensure their ads are not shown next to inappropriate or controversial content.

To implement contextual targeting in your CTV advertising strategy, you can work with CTV advertising platforms that offer this feature, such as Amazon Advertising or Roku’s OneView Ad Platform. You can also use third-party tools like Grapeshot or Integral Ad Science to analyse the content that your ads will be shown next to.

Future Trends in CTV Advertising

As the world continues to shift towards a more digital-first landscape, it’s no surprise that the future of CTV advertising is bright. It is predicted that by 2023, over 200 million people in the US alone will be streaming CTV content. That means advertisers who want to stay ahead of the curve must be ready to pivot their strategies to take advantage of this new medium.

One of the biggest trends in CTV advertising is a move towards more programmatic buying. Advertisers increasingly use automated systems to buy and place ads rather than relying on manual processes. This allows for greater efficiency, faster decision-making, and better targeting.

Another trend that’s emerging is the use of data-driven targeting. Advertisers can create more tailored campaigns designed to resonate with specific demographics as they gain access to more data on their target audience. This not only increases the chances of engagement and conversion but also helps to build stronger brand affinity.

We also see a growing trend toward using interactive and immersive ad formats. With CTV, brands can create rich, interactive experiences that engage users in new and exciting ways. Whether through interactive overlays, immersive ad experiences, or even full-blown gaming experiences, the sky’s the limit when it comes to the possibilities of CTV advertising.

CTV advertising provides several benefits that can help brands stay relevant in the ever-changing digital landscape. Its data-driven, targeted, engaging, and measurable features make it a must-know strategy for marketers who want to create successful campaigns that resonate with their audience.

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Since the onset of the pandemic we’ve been working with Bloomberg to understand the priorities, actions and attitudes of business decision makers across APAC. Take a look at the infographic for the key insights from our latest wave including:

  • 69% of companies foresee adopting a hybrid model post-pandemic with a mix of in-office and work-from-home
  • Yet of the surveyed companies only 4% will no longer keep a physical office
  • The pandemic has placed greater attention on sustainability with 67% believing that COVID-19 has increased the importance of green / environment protection
Infographic explaining the shift in business decision makers' priorities

We’ve been working with Bloomberg to understand the priorities, actions and attitudes of business decision makers across APAC as the pandemic progresses. In the second of five waves, we explore attitudes towards travel, media consumption patterns and brands.

Take a look at the infographic for the key insights including:

  • 7 in 10 decision makers say their companies are restricting travel, up by 18% from the last wave in May
  • In 1 in 4 organisations, employees are given the flexibility to work from home.
  • 57% are looking for brands that are customer-focused and are flexible enough to accommodate their rapidly changing needs

When we look the impact of COVID-19 on the media industry it’s a mixed picture. Whilst some areas, like video streaming services, have thrived as a result of increased time at home, others have come to a complete standstill, such as OOH advertising and cinema. But which trends in media will persist?

In this article we explore 3 key areas of the media landscape:

  1. Linear TV
  2. Streaming services
  3. Advertising

The role of linear TV

Short-term changes

As people have been forced to spend time at home and routines have been upended, viewing of linear television has enjoyed a resurgence. According to the BBC, viewers were watching 44% more linear channels in May compared to this time last year, rising to 67% for young people. A trend that flies in the face of pre-pandemic viewing behaviour.

The rise of linear television in this period should really come as no surprise. It’s allowing for shared moments at a time when human connection is in short supply. Thinkbox observed a 30% increase in shared viewing in this period.

Content preferences have also shifted, reflecting the pandemic situation, with programmes that allow for nostalgia and escapism proving popular with viewers. 

Long-term trends

We expect the rise of linear TV to be short-lived. As a direct response to the lockdown, it’s unlikely that this behaviour will persist as the pandemic subsides. As economies reopen, and consumers given more freedom to socialise, we expect to see linear TV consumption patterns return to pre-pandemic levels, as the long-term trends we’ve seen towards VOD and SVOD continuing.

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Streaming

Short-term changes

Streaming providers have been one of few beneficiaries of the COVID-19 crisis. With more time on their hands at home, people are turning to paid online streaming services – and some for the very first time. A survey for the Consumer Technology Association carried out in March found that 26% of US consumers are using video streaming services for the first time. A combination of new users like these, and others that have added to their existing subscriptions are creating big returns for streaming giants. In the first quarter, Netflix more than doubled the number of new subscribers it had expected. Disney Plus is another success story. Just 8 months after launch, it has over 54 million subscribers globally. This puts it in touching distance of its 2024 target, a whole 4 years early.   

Medium and long term

In the long-term, it’s difficult to predict exactly how streaming will fare. One school of thought is that as the economic impact of the crisis hits consumers will re-evaluate their discretionary spending, and cut back, which could see subscriber numbers fall, particularly amongst those with multiple subscriptions.

Others argue that as consumers tighten the purse strings, they’ll be scaling back on more significant purchases. This could mean that spend on streaming services will be protected as a worthwhile investment, particularly if the focus on the home remains, with working from home continuing in the long term.

One trend that we expect to remain is the emphasis on shared viewing on demand. We’ve seen streaming providers innovating to meet this need with features like Netflix Party, that allow users in different locations to synchronise playback and communicate via a group chat. Meeting the desire for shared experiences but enabling different audiences in one household to watch what they like, we see this trend being important in future.

Another development to watch out in the medium-term is the future of film. During the pandemic Universal Pictures made some of its film releases available on demand on Comcast, Sky, Apple and Amazon for a one-off fee. With the emphasis on value for money and continued social distancing, will this be an attractive option to consumers in the medium, and a way to offset lost revenues from cinemas?

Advertising

Short term

The drop in advertising spending during the pandemic has been well documented. According to a report from Publicis, Q1 ad spend was down 15% in China and 9% across Europe, as companies sought to cut costs and postpone campaigns. And with this continuing in Q2 and into the second half of the year, the World Federation of Advertisers predicting a 31% decrease in investments across 2020.

In response to the pandemic the tone of ads has changed too, with many brands emphasising their contribution to the relief effort or how they’re supporting customers in this difficult time. In the short-term, we can’t expect an immediate return to pre-pandemic marketing strategies. Our recent research Brands Exposed research, with 4,000 consumers across 10 countries found that levels of worry around the pandemic influence how consumers respond to ads, with overt sales messaging being rejected by those that are most worried, in favour of more reassuring advertising. This indicates that in the short-term, brands will need to make a concerted effort to understand the sentiment of their customer base and position their ads accordingly.

Medium to long-term

Advertising has always had to shift in response to behavioural changes, and this will be no exception. A recent Goldman Sachs report predicts that “the crisis will only accelerate the secular shift in advertising budgets towards digital.”

In the medium and long-term, we expect to see brands funnelling more money into digital advertising, reflecting the increase in time that consumers are spending on digital channels. Social media usage is up 21% globally. It’s likely that advertisers will also look to move ad spend towards ad supported streaming services, at the expense of TV.

In the long-run, we also expect to brands continuing to place a sustained importance on responsibility and honesty, in response to rising consumer expectations, as suggested by our Brands Exposed research.

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