Key Findings:
Mobile-Only TV Viewing on the Rise: 6% of US households now watch TV exclusively on mobile devices, driven by younger viewers.
Shift Towards Ad-Supported TV (AVoD): Paid AVoD penetration more than doubled in 2023, while SVoD penetration decreased.
Younger Demographics Drive Streaming Changes: Younger households are more likely to subscribe to, add, and switch streaming services, while older households are more likely to cancel.
AVoD Less Affected by Income: AVoD adoption is less influenced by household income than SVoD, indicating broader accessibility.
Netflix Password-Sharing Crackdown Effective: The percentage of Netflix accounts shared outside households decreased after restrictions were introduced.
Broadband-Only (BBO) Access Plateau: For the first time, BBO access didn't grow between Spring and Autumn 2023.
Virtual MVPDs Gain Traction with Older Households: Households headed by people 55+ are increasingly using vMVPDs to watch linear TV.
'Light MVPDs' Expand Live TV Access: Paramount+ and Peacock's limited live TV offerings brought live TV access to 6% of US households.
Key Takeaways:
Need for Redefined TV Measurement: The rise of mobile-only TV viewing necessitates a shift in how TV audiences are measured, to include all forms of TV consumption.
AVoD's Growing Popularity: The shift towards ad-supported TV reflects changing viewer preferences and presents new opportunities for advertisers.
Generational Differences in Streaming Behavior: Understanding the different streaming behaviors of younger and older households is crucial for targeted marketing and content development.
Success of Netflix's Password-Sharing Crackdown: The decrease in account sharing suggests that Netflix's strategy was effective.
Blurring Lines in TV Access: The distinction between traditional TV access modes (Pay/BBO/OTA) is becoming less clear.
Mainstreaming of vMVPDs: Older households embracing vMVPDs indicates that these services are becoming more mainstream.
Expansion of Live TV Access: The launch of "light MVPDs" is expanding live TV access to previously underserved households.
Trends:
Mobile-First TV Viewing: Younger viewers are increasingly opting for mobile devices as their primary TV screens.
Resurgence of Ad-Supported TV: AVoD is experiencing a resurgence due to changing consumer preferences and economic factors.
Generational Divide in Streaming: Younger and older households exhibit distinct streaming behaviors and preferences.
Blurring Lines in TV Access: The traditional distinctions between TV access modes are fading as technology evolves.
Expansion of Live TV Options: New services are expanding live TV access to a wider range of households.
Conclusions:
The DASH 2023 report highlights the dynamic and evolving landscape of TV consumption in the US. The rise of mobile-only viewing, the shift towards AVoD, and the changing preferences of different generations are key trends that will shape the future of the television industry.
Implications for Brands:
Adapt to Mobile-First Viewing: Content creators and advertisers need to optimize their content for mobile viewing experiences.
Embrace AVoD Opportunities: Consider ad-supported models to reach a wider audience and capitalize on the growing popularity of AVoD.
Tailor Strategies to Different Generations: Develop targeted marketing and content strategies to cater to the specific preferences of younger and older viewers.
Explore New TV Access Models: As traditional TV access modes blur, brands need to explore new ways to reach viewers through vMVPDs and other emerging platforms.
Invest in Live TV Content: The expansion of live TV options presents opportunities for brands to invest in and distribute live content.
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