Posts Tagged ‘ Media Fragmentation

A Panel Examination of Over-the-Top Audience


The new reality for consumers is they not only have access to more content than ever before, but they can also select the content they want, when they want, and watch in the device they want. One such device that has become increasingly popular for media consumption is Over-the-Top (OTT) media players. These are devices that deliver video content via the internet to television sets. Today, there exists an ever-growing number of various OTT devices from Roku players, the Apple TV, the Amazon Fire TV box, Chromecast, and game consoles. However, with this increased availability of choice comes the growing fragmentation of consumer time and attention. This leaves advertisers with the complex task of breaking through the clutter of advertisements and finding a way to reach the OTT device-specific audience. However, reaching an audience behind an OTT device requires a thorough understanding of the viewers. To date, there has been no study examining the differences between various types of OTT device owners and their viewing behaviors. Read more

David vs. Goliath? Is Over-The-Top Challenging Traditional TV? A Case Study


Over the past few years, we have witnessed an expanding range of viewing devices and new content offerings by online streaming services (such as Netflix, Amazon and Hulu) through over-the-top (OTT) devices. Nearly 20% of U.S. households own at least one OTT device, such as a Roku, Amazon Fire TV, or Apple TV (Park Associates 2015). As these trends keep increasing, there have been debates on whether online streaming will replace traditional (or cable) TV in near future. Furthermore, questions have been raised around whether OTT viewing, via Apps, is cannibalizing or complementing network oriented TV viewing. Does multiple layers of ownership/access (ex: device, App, etc.) in OTT viewing play a role in their viewing/usage behavior to be different from traditional TV viewing? Does these two forms of TV viewership different in terms of types of programs watched, when they are watched, and how often they are watched? These are all questions of great importance to online publishers and advertisers, and, in general, to researchers working with large volume and variety of TV viewing data. Answering these questions is at the heart of this study and analysis. Read more