Online TV creates more linear TV viewers
Findings of a study from Hub on TV discovery, reveals that online content is attracting more and more viewers and underlines the importance for TV providers to offer a deep library of easy accessible content.
The study reveals that the growing use of online TV sources has made viewers more interested than ever in finding new shows. Among online viewers, the appetite for new content is even stronger. Among those who use 2 or more online TV sources, 35 per cent are always on the lookout for new shows, vs. 10 per cent who are content with their current favorites.
Many consumers feel overwhelmed by options. More than ever, viewers gravitate toward platforms that make it easier to find shows they’ll like.
Online TV episodes create live TV viewers who would otherwise never have existed. More than half of consumers (52 per cent) say they’ve first discovered a show from an online source, and then went on to watch the same show from traditional, non-online sources.