Traditional media consumption continuing to splinter
New media channels are continuing to splinter the way individuals consume media, especially as digital opportunities create new behaviours among viewers. While print news has seen this trend most clearly over the last few years, television is seeing a rapid shift towards online channels. That’s the finding from a recent study by Forrester into the way individuals…
New media channels are continuing to splinter the way individuals consume media, especially as digital opportunities create new behaviours among viewers. While print news has seen this trend most clearly over the last few years, television is seeing a rapid shift towards online channels.
That’s the finding from a recent study by Forrester into the way individuals are approaching visual media. The research revealed that young viewers in particular are turning away from watching large amounts of traditional broadcasting.
According to the results, 46 per cent of those within the 18 to 58 age bracket are watching linear TV shows (those broadcast to a schedule) throughout a given month. However, that number falls even lower among viewers between the ages of 18 and 34, who recorded only 40 per cent.
On the other hand, those over the age of 34 recorded much higher figures, crossing the 50 per cent mark for watching linear television within a given month.
While younger viewers are clearly turning away from traditional broadcasting, that doesn’t mean they are consuming less television. Over half (55 per cent) of those under the age of 35 are still watching more than four hours of television a week, although lower than figures recorded by older viewers.
However, the composition of this viewing has changed to favour online videos and other digital content instead of linear television. Among those in the younger age bracket, 34 per cent are spending more than four hours a week watching online content. This compares to only 12 per cent of older viewers.
For public relations professionals who are regularly pitching angles for television news, this research highlights the importance of developing a more rounded communication strategy, especially for a younger audience. Finding alternative communication methods, either through company-generated video content or third-party influencers on platforms like YouTube, will be essential for reaching these media consumers.
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