Throughout this week we have reviewed the growing streaming market, and how it has impacted advertising. We have collated evidence to understand how traditional TV viewing has changed and what impact it is having on audiences. 

 

TV viewing has changed, thanks to cord-cutters

 Cord-cutters (C) Venatus

Cord-cutters (C) Venatus

TV will never be the same again, and we can thank streaming services for this. The age of the cord-cutter has diminished the desire for traditional TV viewing. The online streaming market is growing and some of the biggest names in the business are now worth billions. A revolution for digital, streaming online is bypassing linear TV. Apps are replacing channels, transforming content marketing for the hard-to-reach audience.


Streaming and the hard-to-reach audience

 Targeting (C) Venatus

Targeting (C) Venatus

Streaming services are reliant on subscribers. The more subscribers, the more data amasses. Netflix and Amazon’s use of data collected from their audiences constructs a picture of what will and won’t attract users. In order to appeal to a wider audience, streaming services focus on alternative advertising methods to engage and encourage the growing cord-cutter demographic.


Revolution in traditional advertising

 Advertising (C) Venatus

Advertising (C) Venatus

Exposure to streaming services can have higher levels of engagement than traditional TV and these platforms know exactly where their audiences browse. They know what their audiences want and successfully target them through online marketing and native advertising, promoting on social networks and mobile apps. Not only does this attract the cold-cutter demographic, it increases many advertiser’s desire to leverage their audiences with streaming services.

Venatus are proud to work alongside streaming platforms, representing direct ad sales in the changing age of TV on demand.