Are you “watching TV” when you’re streaming your favorite episodic content?
Does it matter what we call the screen or box where content is consumed?
According to a new study from Hulu and Tremor Video, a provider of software for video ad effectiveness, 84 percent of adults aged 14-50 equate “watching TV” with devices such as an Apple TV or PlayStation.
“The transition of television programming to a digital, streaming-first culture has been happening at a rapid pace,” says Karen Ring, Senior Director, Insights + Analytics, Tremor Video. The shift in attitudes also represents a tremendous opportunity for both streaming services and advertisers.
Did you know that members of Gen Z (also known as Post-Millennials) are 40 percent more likely to watch multiple episodes of TV in solid, focused chunks, much like reading chapters in a novel? More than half of respondents say they prefer to stick to a single show until they finish the series, rather than intermix shows. Part of the reason is to stay relevant with their friends: 43 percent want to talk about it with their social group, 32 percent want to impress their peers, and 23 percent think watching a show makes them smart.
Take a look at the infographic for more key findings.