While the television industry has changed dramatically evolved over the decades, spurred by device proliferation, changing distribution methods, and the increasing popularity of social media, the rise of “TV Everywhere” and the resulting availability of new streams of digital data represent a new resource for business models already in transition.

This report will examine four use cases for data to better understand this new technology landscape and will lay out practical strategies that executives can use to address the resulting opportunities and risks.

Key Findings

Today, television viewing is multidimensional. It’s multi-device, time-shifted, and often non-linear (or hyper-linear, e.g., binge viewing). It’s no longer passive entertainment; television is characterized by active viewer participation via social media sharing, commenting, and UserGenerated Content (UGC).

As a result, the industry is simultaneously grappling with a range of dynamics. Audience fragmentation can be both a curse (lack of insight) and a blessing (ability to personalize). Ratings methodologies and traditional KPIs no longer reflect today’s reality. Content creation can be an organizational burden, a competitive advantage, or both. This report provides a view of the primary industry trends at play, their impact on consumer behavior, and the resulting pressures and opportunities for business.

Susan Etlinger

Industry Analyst