The Evolution of On-Demand Media

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Thesis presentation about the introduction of new technologies like streaming of full episodes in the broadcasting industry and how they are changing people's viewing habits.

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The Evolution of On-Demand Media

  1. 1. The evolution of on-demand media An investigation into online video services and their influence on college students’ viewing habits WIM MULDER
  2. 2. Problem statement What effect does the availability of full streaming episodes on network websites have on the viewing habits of college students?
  3. 3. Definition of terms Full streaming episodes A full length episode of a TV show in the same form as it was broadcast on television (with exception of commercial interruptions).
  4. 4. Definition of terms Network websites The online on demand video services offered by broadcast networks on their website
  5. 5. Definition of terms Viewing habits The media consumption patterns of a television viewer (what shows are watched, how many times, is the viewing consistent or just occasional, etc.)
  6. 6. Definition of terms College students Students enrolled at Kutztown University, taking General Education HPD 110 classes or SPE 010 classes.
  7. 7. Quick topic overview Since beginning of television more and more programming has become available to viewers As different technologies have become available to viewers, the viewers’ use of the media has changed
  8. 8. Quick topic overview The VCR first introduced the concept of being able to view programming at a different time from its original broadcast Television viewers became less dependent on network schedules
  9. 9. Quick topic overview DVRs made personal video recording easier, but are a potential disaster for advertisers and therefor television networks Networks started putting shows online around 2006 / 2007, to regain advertising money from their programming
  10. 10. Quick topic overview Online viewing has started to pick up, viewers are watching more content online
  11. 11. Methods 14 Question survey distributed in General Education classes 202 students from HPD 110 and SPE 010 took the survey
  12. 12. THE SURVEY
  13. 13. Survey Paper survey rather than online survey Easier to control who answered the survey Targeted at general education classes, because the sample is not skewed towards a certain major Quicker turnaround
  14. 14. Survey 202 respondents 18 percent 18 or under, 53 percent 19 to 20, 19 percent 21 to 22 84 male (42 percent) 115 female (57 percent)
  15. 15. LOW TELEVISION CONSUMPTION
  16. 16. Television consumption Relatively very low television consumption Almost 90 percent (87.6%) of the students watch under 10 hours of television per week According to Nielsen, the average American watches about 31 hours of television per week
  17. 17. Television consumption Students have watched less television this year than the previous year Mostly due to the fact that most respondents were freshmen, and going from high school to college got a more demanding schedule Students indicated that
  18. 18. THEY HAVE LESS TIME AVAILABLE THAN BEFORE
  19. 19. HANGING OUT WITH FRIENDS
  20. 20. STUDYING
  21. 21. WORKING A JOB
  22. 22. MOST STUDENTS WATCH TELEVISION ONLINE
  23. 23. Watching TV online The majority of students watch television online (60.9 percent) Most important reasons for watching online are the flexibility to watch any time of the day, fits in with the students’ schedules A lot of students like to catch up on older episodes they haven’t seen yet (72.4 percent), or watch episodes that they missed on television (74.8 percent)
  24. 24. Reasons for viewing television content online 100 80 60 40 20 0 Number of respondents Having to watch fewer commercials Getting better video quality than traditional television Discovering new television shows that I haven’t seen before Being able to watch shows any time of day, on my own schedule Catching up on older episodes that I haven’t seen before Watching an episode that I missed on television Watching an episode again after it was broadcasted on television Other
  25. 25. Exclusivity Most respondents use both internet and traditional television (regardless of particular shows) to watch programming (58.4 percent) 35 percent watches some of their shows exclusively online, and others on television
  26. 26. Use of different online video services 80 60 40 20 0 Number of respondents Hulu Network websites TV.com Youtube Fancast Others
  27. 27. Online viewing time Students also spent a low amount of time watching television online 88.6 percent of the respondents (who watched television online) watch 4 hours of television online or less The amount of people watching online has increased. 12 percent of respondents indicated not watching online a year ago Time spent watching online has increased. Most common viewing time a year ago was less than 2 hours (52 percent)
  28. 28. WHY ARE STUDENTS NOT USING VIDEO ONLINE?
  29. 29. Online viewing time Students don’t know how to use these services They think it is too slow They don’t have time for it Or they like watching on a regular television better
  30. 30. TRADITIONAL TELEVISION
  31. 31. Traditional television Most students still prefer a traditional television set over watching programming online (74.8 percent) Watching on a traditional television is more comfortable It allows you to watch with multiple people more easily
  32. 32. LIMITATIONS
  33. 33. Limitations Due to the low amount of television watched by the students it was hard to discover any trends Results were not nearly as clear as expected Study only looked at use of online video services, if DVR viewing were to be included the study might have been able to provide a more complete picture of the use of on-demand media
  34. 34. THE FUTURE OF TELEVISION
  35. 35. The future Online video services are starting to get integrated with traditional television through set-top boxes (for example TiVo) Media use is moving towards mobile consumption, ownership of mobile devices that allow for video playback is rapidly increasing (iPods, iPads, Zune) Television advertising is changing (more in- program ads, integrated commercials) Syndication of episodic television shows is becoming obsolete
  36. 36. Research suggestions Look at different on-demand media besides just online viewing Use a more varied sample that gives a more general view of trends in media use
  37. 37. WIM MULDER | WIMMULDER@GMAIL.COM KUTZTOWN UNIVERSITY OF PENNSYLVANIA

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