At the annual Media Insights and Engagement Conference on February 7th, Hub Entertainment Research released key findings about the impact of TV network brands on viewers. They revealed that although 41 per cent of consumers say that network brands don’t matter in their show viewing decisions, a deeper dive into their behaviours and perceptions demonstrates that networks have a major impact.
First, when given the chance to build their own bundle from a list of 52 networks, consumers are very selective in their decisions:
What’s more, when viewers are given descriptions of hypothetical TV shows across genres, interest in watching the show varies dramatically depending on the network we told them the show would be on:
In addition to demonstrating the impact of brand, these findings also show SVoDs have transformed themselves from distributors of other companies’ content, to entertainment companies.
Hub concluded by explaining that in an environment where consumers are inundated with content, it’s critical to:
“These findings suggest that viewers have developed clear expectations for the kinds of viewing experience different brands—networks and SVoDs—will deliver,” said Jon Giegengack, principal at Hub Entertainment Research. “This new brand paradigm has wide reaching implications for brand marketing and distribution.”