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Study: Online TV creates more linear TV viewers

Findings from “Conquering Content”, an annual study from Hub on TV discovery, illustrate the importance for TV providers to offer a deep library of content, organised in a way that’s easy to use.

Key findings from the study include:

  • The growing use of online TV sources has made viewers more interested than ever in finding new shows.  Viewers are twice as likely to say “I’m always on the lookout for new shows to watch” (29 per cent) than to say  “I’m happy with my current favorites” (15 per cent)
  • Among online viewers, the appetite for new content is even stronger. Among those who use 2 or more online TV sources, 35 per cent are always on the lookout for new shows, vs. 10 per cent who are content with their current favorites.
  • The downside of the explosion of content:  many consumers feel overwhelmed by options.  More than ever, viewers gravitate toward platforms that make it easier to find shows they’ll like
  • 51 per cent say that there are so many shows to choose from that it’s hard to know where to start (up from 42 per cent in 2014)
  • 57 per cent say that they’re more likely to choose TV sources that make it easy to find new shows (up from 48 per cent last year)
  • Online TV episodes create live TV viewers who would otherwise never have existed:  More than half of consumers (52 per cent) say they’ve first discovered a show from an online source, and then went on to watch the same show from traditional, non-online sources.


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