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More and more mainstream consumers are considering alternatives to linear broadcast according to a recent study released by American research firm Chadwick Martin Bailey (CMB) - essentially confirming what many in the industry are feeling.
“The New Age of Television: The Future of Over the Top TV ” surveyed nearly 1,500 U.S. consumers to get a pulse on their TV and video viewing habits and what it means for the future of Over the Top (OTT) content. According to CMB, this research was designed to uncover not just what consumers are doing when it comes to watching TV and movies, but also why and how they’re doing it.
“A profound shift has taken place in the balance between producer and consumer,” the report states, “from the former dictating how content will be packaged and delivered, to the latter insisting on entertainment where, when, and how they want it.”
Key takeaways from the report include:
1. More and more mainstream consumers are considering alternatives:
2. Core TV behaviors are changing:
3. The barriers to a larger shift may not be easy to address, but they are addressable:
4. The bottom line: Consumers buy solutions, not delivery technology:
5. In this survey it is shown that consumers know what they want when it comes to the best TV and movie watching experience: