Chady Debs explains the impact of multiple devices on TV consumption and programming trends in the Arab world If mobile TV was summarily dismissed because people werent expected to watch long-form content on a small screen, it appears the industry didnt look far enough. TV is certainly no longer confined to the small screen and […]
Chady Debs explains the impact of multiple devices on TV consumption and programming trends in the Arab world
If mobile TV was summarily dismissed because people werent expected to watch long-form content on a small screen, it appears the industry didnt look far enough. TV is certainly no longer confined to the small screen and its content is increasingly being watched on even smaller screens.
The rapid technological developments, particularly in the field of content digitisation, have created an environment where consumers are better informed and more empowered than ever before. They are actively shaping their media consumption by selecting the content they want to watch, on the screen that is the most appropriate to them, and at a time and place of their choice. This global trend has reached our shores and continues to revolutionise the TV landscape, changing the game entirely for consumers, advertisers and broadcasters alike. While traditional TV viewing still dominates viewership behaviour, the introduction of new technology has had an impact in a number of ways.
First-, second- and third-screen viewing has become the norm. Smartphones and tablets have allowed consumers to access content like never before. While almost half of the adults in the UK use their tablets to watch video clips according to a 2013 report, 91% of consumers in Saudi Arabia use them to watch videos and 58% do so daily, according to Google. The second- and third-screen phenomenon, however, has not replaced traditional TV viewing habits, but is expanding the options for consumers to view video content.
The proliferation of screens has impacted more than just video consumption habits and led to a rise in media multi-tasking. With the rapid growth of social media, many viewers are connected on various platforms while watching TV. Specifically, they are using mobile apps, browsing the web, engaging with others via social networks, and/or texting with a friend or family member, all while sitting in front of the TV.
In the US, 35% of tablet owners and 23% of smartphone owners look up information on the programme they are watching using these devices, according to a Nielsen report. This phenomenon has caught on in the UK as well, with 80% of smartphone owners, 81% of tablet owners and 73% of PC owners using these devices while watching television. Similarly, our own study detected this trend here, back in 2011.
Lastly, time shifting, thanks to devices, such as DVRs, or digital online services, like catch-up TV, has enabled viewers to easily watch content anytime, anywhere and in the format of their choice. They are no longer confined to the couch at specific times in order to watch their favourite shows.
As a result of these technological and behavioural developments, TV viewing today is becoming a social experience. Not only are consumers enhancing their TV experience through social and digital platforms, brands are now able to communicate directly with them over the same platforms when they watch TV.
While technology has introduced new ways to access content, studies have shown that live TV still remains the most preferred way to watch programmes.
Regionally and globally, the number of hours people spend watching TV has been increasing over the past five years, albeit at different rates. In Saudi Arabia, the measure grew by 30.7% from 2009 to 2013, reaching almost seven hours. Globally, the figure increased a mere 1% to approximately four hours. By giving consumers access to video on demand (VOD) services as well as streamed content, new media devices bring even more TV into their lives. If programming content and strategies were barely appropriate to attract acceptable ratings and advertising revenues, the approach has now changed. With not only airtime to fill but also a growing number of digital outlets, broadcasters have adopted a behaviour of their own.
In the past, the most significant programming investments were made during Ramadan. The Holy Month dominated the TV ratings and provided the highest advertising revenues for broadcasters, while the rest of the year would be filled with less expensive programming.
This imbalance, in terms of ratings and advertising income, has led them to seek a new equilibrium, which came in the shape of popular international programming formats that could be localised to suit local audiences.
Interactive reality talent shows, also known as shiny floor formats, have transformed the TV landscape globally, altering programming grids and ratings entirely. International success stories like Idol and Got Talent have been localised and proven very popular among Arab audiences. These programmes have played a major role in increasing the time spent watching TV outside Ramadan and raising the total rating points (TRPs) in Saudi Arabia.
For the first time, non-Ramadan shows are achieving higher ratings than those aired during the Holy Month. They also allowed broadcasters to even out their revenues and content investments. Shiny floor formats are bringing stations significant income, making them less reliant on Ramadan for their commercial success. But the other outcome of this success is a new breed of viewer one that is connected with the programme in more ways than one.
These programming formats have created higher viewer engagement levels with content. These shows are now being discussed at all hours, not just during their time slots. These formats successfully capitalise on the popularity of social media like Twitter, Facebook and YouTube. Not only do they allow broadcasters to distribute content from and about their shows through new platforms, they also enable viewers to share and discuss the developments from their favourite shows. In return, these programmes have also contributed to the usage of social media and new media devices, adding a new dimension to TV viewing. What was once a passive experience is now becoming an active one.
Technology platforms have given TV content an additional outlet, not only adding reach and longevity but also a social layer that creates further engagement with consumers. How this experience is crafted through content and the way it is delivered and commercialised will define the future of TV. Even though it disrupts broadcasters current revenue models, these platforms will provide additional and increasingly substantial revenue streams and content monetisation opportunities for broadcasters.
Chady Debs is Director of Media Consultancy at Integral-OMG.
