The TV viewing experience has been changing drastically in the last years, especially with the rise of streaming services and all new devices for accessing them. The way audiences consume TV daily is constantly evolving. Therefore, there is a rising need for most recent figures that precisely show people’s viewing behaviour.

This week’s egtabite puts the spotlight on a project conducted by ViacomCBS in collaboration with the Global TV Group.

A closer look

The project, aiming to shed light on how and why global audiences watch TV, involved 10,000 respondents aged 13-54 from 10 different countries (Australia, Argentina, Germany, Hungary, Mexico, Poland, Spain, Thailand, UK and US) through 60+ hours of filmed footage. Using GoPro cameras, in-home ethnographies and online surveys, ViacomCBS got to see how consumers are watching TV today.

Global Consumer Insights

The main insights of this extensive research unanimously prove the undeniable power of TV.

First, people all over the world love TV more than ever before, as it remains central to their lives. TV is big and nuanced enough to have something for everyone. It is perceived as a companion, a unifier, and a source of inspiration. One of the respondents from Germany said: “For me, TV is a great way to be inspired and entertained.” While 69% of respondents feel that TV is an inevitable part of their daily lives, 70% say it’s an important source of entertainment.

Also, TV is bigger and better than before, in terms of content rather than devices or platforms that have been proliferating in the last years. 62% of all the respondents define TV as “TV shows and movies”. They perceive TV as content and not as the tools they use to get their shows and movies.

Third, people use TV to reduce stress and unwind after a tiring day. However, the amount of content that is available to viewers is overwhelming. Searching for content is time-consuming and frustrating, especially on VOD services. Therefore, audiences are seeking out viewing experiences that are easy and seamless, allowing them instant access to the content they love. If that is not the case, the viewers are turning to watching movies or shows that they are familiar with. The respondents admit that they occasionally turn to linear TV as a way of simplifying their choices.

TV indulges us, brings us together and broadens our horizons

The project proved that some viewing habits have remained the same. Despite a changing TV landscape, well-established needs continue to be served by TV.

TV still indulges us today, giving us a break from our busy lives and satisfying our need to unwind. It serves as a wonderful escape that lets the viewers get their “me time”.

Apart from offering a relaxing solo time, TV serves as a strong social connector, bringing audiences closer to each other. People prefer to spend quality time together with their close friends and families while watching TV, cooking and chatting. The most popular place for gathering remains a living room with a big TV.

Also, TV serves as a great mind opener. People are watching shows from all over the world, featuring different cultures which expand their views. TV allows them to learn new things and have a fresh perspective. One of the respondents said: “You feel like you are sitting and not doing anything when in fact you are exploring the world and going on a journey.”

“Our research proves that we are living in TV’s Golden (or even Platinum) Age. TV is no longer limited to one screen at home – Today’s TV is a concept for consumers and tomorrow’s TV will be more important than ever,” says Christian Kurz, Senior Vice President, Global Consumer Insights, ViacomCBS. “The research shows that while TV continues to satisfy many crucial needs, such as personal indulgence, togetherness and broadening perspectives, consumers are increasingly craving ease and seamlessness in their viewing experiences.”

We Love TV

Finally, the ViacomCBS/Global TV Group project showed that TV today is loved more than ever, it is bigger and better than ever and also more complex. Whether we are viewing TV as a social ritual, getting out of our heads for a while, or expanding our mind, it remains the best way to relax and unwind in today’s complex world.

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