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A new era of television consumption is being ushered in across Central Eastern Europe, Middle East and Africa (CEEMEA) according to a report by Discovery Networks, which also suggests that supercharged by the digital age, audiences led by the young and early adopters are showing an increasing appetite for new TV services that complement existing viewing behaviours.
Multi-screen living across technology platforms is becoming increasingly commonplace, whilst there is a growing appetite for off-schedule viewing via catch-up TV services. At the same time, there is a rising demand for short-form content that allows viewers to ‘snack’ between bigger TV ‘meals’. ‘Social TV’ has been identified as a growing phenomenon but viewers remain cautious over their privacy.
The report – The Rise of the Television Everywhere Audience – in co-operation with The Future Foundation, surveyed 5,000 TV viewers across 10 CEEMEA markets: Bulgaria, Czech Republic, Hungary, Poland, Romania, Russia, South Africa, Turkey, Ukraine and UAE in addition to in-depth interviews with an expert, industry panel. It explores how television is adapting, evolving and growing to accommodate entirely new viewing behaviours in an increasingly connected, time-precious, fragmented world.
“It’s an incredibly exciting time for the TV industry and viewers who are relishing the greater freedom they have to access and interact with content across multi-screens and social media. This study shows people are watching more linear TV than ever before and how traditional TV viewing is being supplemented and enriched with new audience behaviours across CEEMEA markets,” said Caleb Weinstein, SVP and GM Distribution, Discovery Networks EMEA.
Live online TV viewing is now commonplace in eight of the 10 markets surveyed
TV on demand viewing (at 40 per cent) is less common except for the young and early adopters
Second screening is in its early stages though penetration of new technologies is rising fast
The second screen is increasingly being used to enhance the enjoyment of TV
There is a growing appetite to be able to watch TV content anywhere, anytime
An emerging market for bite sized content for the second screen that ties in to long-form
Viewers need more help to find programmes as a result of increasing choice fuelled by on-demand
Despite the explosion of social media, expert sources remain strong in viewing decisions
“We’re seeing an increasing trend towards watching live TV online, using catch-up services, viewing on second screens and interaction with content and friends using social media. At the centre of the viewer experience stands great content with a clear opportunity to reach a larger audience with an increased frequency through continued innovation across both programming and distribution, Weinstein added