We can settle down in front of our smart TVs, and switch between linear programming, a streaming service, and on-demand content—all within the span of an hour. We may hit pause to watch a viral video on our mobile phones, or continue what we’re watching on a different device—whether a laptop or a tablet.
The freedom to choose—when, where, and how we watch content—is transforming the relationship between broadcasters and viewers.
The broadcaster’s dilemma
Video content is more popular than ever before, yet increased content accessibility translates into audience fragmentation, making the formula for viewership and customer loyalty far more complex than before.
In a hybrid video landscape, viewer attention depends not only on the quality of the content, but also on whether it is available at the right time and place.Broadcasters need answers to a few pertinent questions. How do we adapt to changing viewing habits? How can data and analytics improve our service offering? What is our answer to mobile viewing trends? And how can we enhance our revenue models as we transform for a changing market?
Finding the right answers to these questions can help build a long-term diversification strategy that seals viewership—while also opening the door for new audiences and added revenue streams.