Accenture-Digital-Video-Connected-Consumer

Split ScreenTV’s undisputed popularity as the go-to entertainment device isending. Now, as viewers shift their allegiance to other devices,media companies must identify new ways to package contentand share it across multiple screens.Are we watching the death of TV, onmultiple screens? Not yet. But theway viewers consume video contentis changing faster than ever before.The fifth annual multinational‘Accenture Digital Consumer Survey’puts this into focus.Consumption of short-form videocontent on IP-connected deviceskeeps on growing. Take one example:the number of hours YouTube’sbillion-plus users spend watchingcontent on the site is up 50 percentyear-on-year – and over half of allviews are on mobile devices 1 . Andnow it’s clear that viewership oflong-form video content – likemovies and television shows – isshifting emphatically from the TV toother digital devices (computers/laptops, smartphones and tablets).It’s a dramatic trend. Globally, the TVhas lost 13 percent of its audiencefor this type of content in the pastyear (in the US, it’s an 11 percentdecline). And it’s not just TV showsand movies that are increasinglybeing watched on non-TV devices.Ten percent fewer people around theworld watched sports on a TV screenlast year (Fig. 1).We found that the TV is the onlycategory of device experiencinguniform, double-digit usage declines,across different types of mediaworldwide, among viewers of nearlyall ages. In other words, it’s not just‘screenagers’ who are turning theirbacks on the TV although 14-17year-olds are abandoning TV screensfaster than any other group.Profound changes are taking place inhow all of us consume video content– and they’re happening right infront our eyes (Fig.2).Crucially too, we found that wherepeople are watching TV, they’re doingso in combination with at least oneother device. 87 percent ofconsumers are also using theirsmartphone, tablet, game console,ebook or laptop whilst watching TV.In other words, the second screen isfirmly established as a key element ofthe value proposition for all mediacompanies.For incumbent TV broadcasters,satellite and cable providers, theseare truly pivotal developments. Oursurvey shows that consumers stilltrust established brands more thandisruptive digital players. But withthese same consumers switchingtheir allegiance from the TV to otherdevices, it’s the new market entrantslike Netflix, Amazon and BlinkBoxthat stand to win. Built aroundplatforms that can capture andcapitalize on the rich consumer dataflowing from IP-connected devices,they’re able to exploit seamlessfeedback loops between theiraudiences and their operations – bylistening to their customers andtailoring content and services to thisnew reality. The incumbents MUSTcatch up to avoid squandering theirbrand advantage.The proliferation of digital consumerdevices is generating a wealth ofusage data that can only beharvested through digital platforms.Development of these platforms, andsupporting talent and capabilities, istherefore a top priority. Forincumbent broadcasters,programmers and content makers,what’s needed is a marriage of artand science – decisive competitiveedge will be the prize fororganizations that can enhancedecades of content creation, curationand editorial experience with thefeedback that audiences are now sowilling to share.1. Source: April 2015, www.youtube.com/yt/press/en-GB/statistics.html2