Streaming has not killed traditional TV

Streaming has killed traditional TV, that is the message we are often given, with platforms such as Netflix and Amazon Prime Video taking all the eyeballs. 

But is that really the case?

A new report by GWI shows that contrary to popular wisdom, traditional TV still has a pull on the average viewer. 

The report states that 56% of the total time spent viewing TV is dedicated to broadcast TV compared to 44% for streaming. Whilst streaming has seen an 18% increase compared to 2013, it is not the doomsday result that many predicted.

Indeed, one fifth of viewers are quoted in the report as learning about new products from TV ads compared to just 17% who found out about new products on streaming services. Events such as the Super Bowl are credited with this raised awareness on TV. 

However, the report is clear that advertisers should not take ‘TV time’ too literally. It notes that in places such as Southeast Asia for example, 91% of consumers will be using their smartphone as a second screen while watching TV. Furthermore, more than half (55%) use social media platforms while watching TV, and consumers are more likely to watch TV via their phone or tablets (73%) than on an actual TV set (72%).