The Evolution of On-Demand Media
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Transcript of The Evolution of On-Demand Media
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The evolution of on-demand mediaAn investigation into online video services and their influence on college students’ viewing habits
WIM MULDER
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Problem statement
What effect does the availability of full streaming episodes on network websites have on the viewing habits of college students?
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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).
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Definition of terms
Network websites The online on demand video services offered by broadcast networks on their website
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Definition of terms
Viewing habitsThe media consumption patterns of a television viewer (what shows are watched, how many times, is the viewing consistent or just occasional, etc.)
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Definition of terms
College students Students enrolled at Kutztown University, taking General Education HPD 110 classes or SPE 010 classes.
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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
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Quick topic overviewThe 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
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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
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Quick topic overview
Online viewing has started to pick up, viewers are watching more content online
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Methods
14 Question survey distributed in General Education classes
202 students from HPD 110 and SPE 010 took the survey
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THE SURVEY
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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
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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)
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LOW TELEVISION CONSUMPTION
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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
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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
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THEY HAVE LESS TIME AVAILABLE THAN BEFORE
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HANGING OUT WITH FRIENDS
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STUDYING
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WORKING A JOB
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MOST STUDENTS WATCH TELEVISION ONLINE
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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)
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Number of respondents
Having to watch fewer commercials Getting better video quality than traditional televisionDiscovering new television shows that I haven’t seen before Being able to watch shows any time of day, on my own scheduleCatching up on older episodes that I haven’t seen before Watching an episode that I missed on televisionWatching an episode again after it was broadcasted on television Other
Reasons for viewing television content online
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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
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Number of respondents
Hulu Network websites TV.com Youtube Fancast Others
Use of different online video services
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Online viewing timeStudents 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)
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WHY ARE STUDENTS NOT USING VIDEO ONLINE?
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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
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TRADITIONAL TELEVISION
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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
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LIMITATIONS
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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
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THE FUTURE OF TELEVISION
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The futureOnline 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
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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
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WIM MULDER | [email protected] UNIVERSITY OF PENNSYLVANIA