The Business Of Data With Jon Lafayette: Getting Faster, Shorter and Coming Home
Sometimes, data can illuminate a problem. Sometimes it can solve them. The world of TV is changing so fast it is hard to keep up. Data about consumer habits can provide a roadmap to the future. In this edition was learn how to enliven FAST channels, why people are engaging with short-form content and the virtues of the home screen. Excelsior.
Wurl Report Says Live Programming Puts FAST Channels in Fast Lane
'Live programming — especially sports — may prove to be the key, not just to viewership, but to loyalty in a highly competitive landscape,' the report says
Viewership of free, ad-supported streaming television (FAST) channels is growing. And yet the industry doesn’t seem to be cashing in.
The problems have been well documented: too many channels, viewer difficulty in finding what they want to watch, oversupply of inventory, lack of transparency for advertisers, lack of cross-channel measurement, and so on.
A new report from Wurl suggests that adding live programming could help with many of these issues. [Read More]
The Home Screen Is Where the Heart Is, New LG Report Says
With more viewing going to streaming, the simple act of watching TV has become more complicated. Once upon a time, a viewer turned on the TV and content began to play, usually starting with whatever channel was watched last.
If you fell asleep to the watching Johnnie Carson (or Jay Leno or Jimmy Fallon, depending on your demo) you woke up to the Today show.
Today many viewers are using connected TV and when they turn on the set they often get the home screen of their equipment provider, whether a streaming device maker like Roku or Amazon, or a TV set maker like LG, Samsung or Vizio. That home screen is accumulating watch time, making it increasingly valuable real estate. [READ MORE]
The Short Report: Short-Form Video Finding Greater Favor With Viewers
Maybe attention spans are getting shorter. Or people are spending more time on mobile devices. Either way, there seems to be greater acceptance of short-form video among consumers, and not just on social media. Publishers and advertisers probably should be paying attention to the trend.
A new poll conducted by Media.net found that 90% of consumers said they are open to seeing short-form video content on publisher sites.
Not only that, but 73% said they already watch short-form video multiple times per day, with 42% saying they watch a few times daily and a whopping 32% seeing multiple short videos per hour. [READ MORE]
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