There’s a shift happening in video consumption – the distinctions between “TV,” “digital video” and “mobile video” are blending, as consumers demand the content they want, when and where they want it.
To better understand the shifting nature of how consumers are watching and engaging with content, Zefr is publishing research on TV 3.0 – the next generation of TV – on YouTube, the largest and most popular video platform. Beyond the network owned and operated streaming distribution apps of a few years ago, TV 3.0 offers premium content, incredible reach, and measurable audience targeting.
We examined the views, uploads, and engagements on TV content from the four major networks – ABC, CBS, FOX, and NBC to find out what, and how, viewers are watching. Our research found 36 billion views and 284 million engagements on network TV content, indicating that viewers are still consuming TV content but in new and different ways.
Other key insights from our report include:
- Your fans are watching your show on YouTube, whether it’s programmed by you or not: Viewers are watching both official content and content that is created and uploaded by fans. Certain networks, like NBC, program shows that optimize for YouTube with clip-based, snackable content like The Voice. But others, like NCIS, have incredible fan communities that extend the viewership of the show beyond linear TV.
- YouTube makes TV social: The vast amount of premium TV content on YouTube isn’t just driving views, it’s driving engagements, including likes, comments, and shares, delivering a lean-in opportunity that broadcast TV doesn’t provide.
- TV isn’t just time shifted, it’s experience shifted: Viewers are now able to watch content on their own terms, on the screens of their choice, regardless of where that content originated.
There’s a clear opportunity for both content owners and marketers to take advantage of benefits that TV 3.0 provides. With the power to watch anything, anywhere, anytime, consumers are in control, but there’s never been a better time to engage them.