Highlighting industry trends of the ever-evolving media landscape, Nielsen’s Q2 2014 Cross-Platform Report focuses on the factors contributing to the shifts in viewing patterns. Although the report—in an effort to allow the numbers to speak for themselves—is filled with pages of statistics and charts, let’s be real: ain’t nobody got time for that. So, here are four key takeaways to save you some time:
1) Overall media consumption continues to grow
Despite that traditional TV viewing continues its reign as the king of screens, its viewership numbers are on a downward spiral with no sign of slowing down. With that being said, how can overall media consumption be on the up and up? The answer is simple: the impressive growth in digital video viewing.
2) It’s NOT just about Millennials
Younger viewers are at the forefront of this transition in media consumption, with the 18-34 demographic representing 16% year-over-year growth in digital use, and 53% in digital video viewing.
However, while Millennials are often the early adopters of new technology trends, the rest of the population is responsible for its progression into the mainstream. The growth in digital is not exempt from this adoption lifecycle, with even greater acceptance within the 35-49 and 50-64 demographics.
3) What it’s really about is choice
This is America after all—a nation rooted in the notions of freedom and capitalism. The same mentality applies to consumers and their viewing behaviors: when it comes to viewing content, people want the freedom to choose between each and every option. Now that consumers have tasted the liberation that digital has provided, they certainly don’t want to have to revert to the old ways—they just want the option to.
4) It’s an opportunity, not a game
As we continue to look at the consumer’s relationship to media in a completely new light, Dounia Turrill, SVP of Insights at Nielsen, encourages an optimistic approach: “This continuing shift should be embraced as an opportunity. It’s not about winners and losers, it’s about the opportunity to iterate and redefine the rules of the game.”
This shouldn’t be viewed as a battle for viewership; instead, Turrill explains that “this represents a unique opportunity for video producers, TV networks, studios and pure-play digital video players alike, who can leverage the different platforms to deliver their content.”
After all, “the overarching data suggests that the growth of media consumption is and will continue to be in digital for all consumers.”