TV is dead: or is it just maturing?

September 5, 2019
Industry News
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marketing@comscore.com

In recent research, Beyond the Headlines: Unpacking common narratives in media and advertising, Comscore investigated three common myths about our industry:

In the second of our blog posts in this series, we will provide a few highlights regarding the second myth, Activism is good for business.  Read the full report for more details.

Myth #3. TV is dead

The rise of OTT in recent years has often been publicised as the end of the TV as we know it, but is this true? Comscore wanted to investigate whether digital, OTT and other platforms really mean the end of traditional TV or whether there is a place for TV in this evolving landscape.

The good news is that TV’s death has been greatly exaggerated. Although it makes for great headlines it doesn’t accurately reflect the reality of the situation. Like many other traditional platforms, TV has been upended by recent developments in technology, with consumers having more options than ever before to watch content on the platform most convenient to them. However, having options doesn’t mean that consumers aren’t choosing live TV. Research based on US viewing behaviour showed that live TV still dominates this space when looking at the total hours spent consuming content.

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About Comscore

Comscore (NASDAQ: SCOR) is a trusted partner for planning, transacting and evaluating media across platforms. With a data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore allows media buyers and sellers to quantify their multiscreen behaviour and make business decisions with confidence. A proven leader in measuring digital and set-top box audiences and advertising at scale, Comscore is the industry’s emerging, third-party source for reliable and comprehensive cross-platform measurement. To learn more about Comscore, please visit comscore.com.