Let’s open with a quote from Colin Dixon’s (of NScreenMedia) well written article on TV viewing habits, where we are debating (in the comments) the merits of the small screen in the mix of viewing devices. We all have our opinions on that.
On-demand, live, and online viewing peak at the same time
What is interesting and to me, and hardly a revelation, is that people all watch TV when they can or want to. It is generally around the same time, in the evening after work, after homework and after the kids bedtime (if you have some of course) – This is called PRIME TIME VIEWING – i.e. it is when you are most available to consume content uninterupted. So no matter where it comes from, Prime Time content is still Prime Time content. The TV industry and ‘wannabee TV operators’ (i.e. Facebook, Twitter, Snapchat et al) think they can all have you as their sole Prime Time viewer…
I have covered this time and time again – Despite all of the content that is available, on all of the systems we have, we all have a limited window of time that we can offer this particular entertainment medium. Most stats reveal that it is the same window of opportunity on a per country basis, which is enough for the news, a couple of TV shows and/or a film. There is simply too much TV available today to fill everyone’s 15 years-of-lifetime-TV-viewing (yes we spend around 15 years of our lives in front of the TV).
Nothing new: Rebecca Lake a financial journalist from North Carolina – published this in 2015
What’s the most popular time of day for watching TV?
Prime time is when the majority of viewers are tuning in, with nearly 2 hours of daily TV watching taking place between 8 and 10 pm. Daytime TV airing between 11 am and 4 pm comes in second, with people watching about 1 hour and 40 minutes on average.
However when Robots take over our jobs we will have more time to watch much, much more .
In response to the announcement by Ted Sarandos – Netflix’s CCO or as I think it should be titled – CHM – Chief Hype Master who believes his Company is “CHANGING TELEVISION FOREVER”! I would merely say, Whoaaaa there Cowboy; of course you have to get excited about your Content deals – Just like Everyone else does LOL!
However what I see overall is just another pretender to the business throne of the TV world! Someone else who is once again going to radically change an entire business model overnight. Someone looking to reign supreme and change the 80-20 mix (80% who watch linear TV and the 20% who watch all the other stuff) … Mr Sarandos you have a privileged position and you are more than likely not part of the real world…a world of people who, quite honestly, have to get up in the morning and go to work in a horrible tough job, or clean the house, or go shopping, or do the laundry, or go to school, or LIVE. People who work hard all day! People who come home, open the front door, kiss the wife/husband/partner, kiss the kids, hug the dog and fit back into the evening’s ritual – Perhaps even cook a meal…or people who are both working; where the family is scrabbling around to find time for the kids pick-up, homework, chores, sports, hobbies, family BBQs, kids birthdays, sickness, LIFE, and all the things that the world delivers. The world of spare time between 9pm to midnight!
Does anyone in this industry REALLY believe that we are glued to our TV screens 24/7 as if that is the only thing in the world? Come on what are we believing!!! Why are TV shows scheduled, why are their ratings, why has the business delivered the same format for the last umpteen years, in the way it has? Because TV has created a system that has adjusted to and suits the masses not the few. We ordinary folk adjust and organise ourselves to schedules, we like schedules because we can do other things in the meantime! We don’t need TV, we have TV which is part of an entertainment package that we use to entertain ourselves within scheduled periods in our lives and Mr Sarandos it is not the ONLY thing we have!
What is the best way for a busy family in the modern hustle and bustle of daily life – It is Linear TV, PVR and Catch-Up TV (aka VOD) perhaps even Apple TV which is an on-demand (not subscription) service…Pay as You Watch (makes sense). Unless Netflix can be the only supplier of ALL the Content with ALL the options in the world including a humble price tag we will see that they are merely just another choice in a HUGE selection of TV offerings that we have today. Linear TV still reigns supreme according to the Analysts but who cares in the heady world of OTT Services – All hail Netflix!