i3 - November/December 2020 - 39

By Steve Koenig

Business

M A R K E T B E AT

Video Consumption
Sees Healthy Gains
Amid Pandemic

one paid streaming media service to their
household in the past three months.

Screen Engagement

Engagement with ad-supported streaming video services like YouTube follow a
similar growth trajectory. And yet, for all
streaming video's engagement gains,
physical media (e.g., DVDs or Blu-ray
f you're in front of the TV more often these days streamDiscs) remains a staple, with two-fifths
ing your favorite content or playing video games, you're
(39%) watching from this source-virtuon trend according to new research from CTA. The panally unchanged from 2018.
Home theater has taken on a new
demic has accelerated many pre-existing uptrends in consumer
meaning
amid the pandemic with 31% of
technology-from online shopping to telemedicine-as consumconsumers
reporting they rented at least
ers modify their behavior to cope with the crisis. This dynamic
one new movie released direct to streamalso applies to the age-old habit of watching TV and how we
ing over the past three months. More
consume video content in general. As a result, the media and
than half (52%) of these consumers plan
entertainment industry is being reshaped before our eyes.
to rent again within the next half-year.
Interestingly, the shift in content
engagement patterns is also manifesting
a shift in screen engagement.
Analysis of self-reported
video watching data across
screen devices confirms TV
is still king, accounting for
Of consumers report
they rented at least
roughly 60% of all viewing
one new movie
time. This result marks
released direct to
somewhat of a comeback for
streaming over the
past three months.
the big screen. CTA's 2016
study The Changing
Landscape for Video and
CTA's Content in the COVID-19 Era:
more often since the panContent found just 51% of
Current Realities and Future
demic began.
weekly viewing time was
Opportunities study (September 2020)
To lean into more conattributable to TV.
illustrates how with more time at home,
tent, households across
TV is still king,
accounting for roughly
The study also found most
consumers are watching more content
America are adding TV
60% of all viewing
consumers
express greater
and for longer periods across paid and
services and reshuffling
time. This result
comfort
socializing
with
ad-supported platforms.
content subscriptions. For
marks somewhat of
a comeback for the
family and friends at home,
example, the study shows
big screen.
versus attending outdoor
households continue to
How is this Happening?
concerts, sporting events
shed traditional pay TV
Innovative content formats and delivery
or going to the cinema.
services in favor of paid
models-such as virtual concerts and
CTA believes the structural changes in
subscription video on demand (SVOD)
new movies released direct to streaming
media and entertainment will be permaand ad-supported video streaming serservices, are attracting large audiences.
nent, but screen viewership may migrate
vices, when compared with data from
Shared viewing on social platforms is
toward mobile screens as people begin to
drawing many first-time users. Gaming is CTA's previous study in 2018.
move around more. For now, we can all
Today, 58% of consumers cite pay
also experiencing growth, both in use and
enjoy movie nights, just don't forget to
TV services as a source of video content,
in how gamers access content.
pass the popcorn.
down 15 points from 2018. Meanwhile,
The combination of more content for
71% of consumers cite SVOD services
viewers and more opportunities to watch it
like Netflix or Prime Video, an increase of
adds up to some big gains in engagement.
LEARN about the latest CTA market
19 points from 2018. In fact, the study
Nearly two-thirds (65%) of consumers
research and forecasts at CES 2021.
2021
found 24% of consumers added at least
report they are watching video content

31%

Marco Piunti/Getty Images

60%

C TA . t e c h / i 3

i3_1120_39_Business_MarketBeat.indd 39

NOVEMBER/DECEMBER 2020

10/20/20 10:26 AM

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i3 - November/December 2020

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