Almost everyone today uses streaming services like Netflix, Amazon Prime and Co. Viewers can watch what they want, when they want and where they want. This has far-reaching consequences for our consumer behavior and poses serious challenges for traditional television.
Will linear television still play a role at all in the coming years? How big is the competition from streaming portals already today? In his paper, Max Schulz explains how digitization has changed television and how the younger generation in particular is using the new offerings.
How does current user behavior affect the classic TV market and what new challenges does it pose? Schulz also sheds light on television as a mass medium and thus an attractive advertising platform. Among other things, he reveals how traditional broadcasters are counteracting viewer migration.
Table of Contents
- Summary
- Executive Summary
- Introduction
- The moving image market in the course of time
- The historical development of television
- From TV to Smart TV HbbTV 2.0
- Fragmentation and convergence
- The digital transformation of the moving image market
- "Video on Demand" - Definitions and Delimitations
- Relevant players within the VoD market
- Changing media usage behaviour
- Media use at a glance
- Moving image use linear / non-linear
- Device usage at a glance
- Digital natives in the focus of attention
- Usage motives (linear / non-linear) in comparison
- The importance of moving images as an advertising medium
- The advertising market at a glance
- The relevance of the "mass medium TV"
- Adjustments in classic TV planning
- Addressable TV as a useful addition
- Outlook and conclusion
Objectives and Key Themes
This bachelor thesis aims to analyze the impact of evolving media consumption habits on the traditional television market. It investigates the historical development of television, the rise of streaming services, and the resulting changes in viewer behavior and advertising strategies.
- The historical development and technological evolution of television.
- The fragmentation of the media landscape and the emergence of new players in the streaming market.
- Changes in media consumption patterns, including the shift towards on-demand video services.
- The impact of changing media consumption on advertising strategies and spending.
- The challenges faced by traditional television broadcasters in adapting to the changing market.
Chapter Summaries
Introduction: This chapter introduces the dynamic evolution of the German media landscape, highlighting the rise of smart TVs and mobile devices, and the subsequent significant changes in the digital moving image market. It emphasizes the convergence of technical, social, and economic factors, leading to the emergence of new players like Netflix and Amazon Video, and the subsequent challenges faced by established television companies in retaining their younger audiences.
The moving image market in the course of time: This chapter provides a historical overview of television's development, tracing its technological advancements from traditional sets to smart TVs with HbbTV 2.0. It then analyzes the increasing fragmentation and convergence within the media landscape, explaining how non-industry players successfully established themselves within this evolving ecosystem. The chapter lays the groundwork for understanding the current state of the market by showcasing its historical progression and technological shifts.
The digital transformation of the moving image market: This section defines and clarifies "Video on Demand" services, establishing a clear framework for discussion. It then identifies and analyzes key players within this burgeoning market, setting the stage for a deeper exploration of the competitive landscape and its impact on traditional television broadcasting. The chapter examines the various aspects of the digital transformation of the video market and introduces the key players.
Changing media usage behaviour: This chapter presents a comprehensive overview of contemporary media consumption habits, specifically focusing on the utilization of linear and non-linear moving images. It analyzes device usage trends, highlighting the significance of smartphones as ubiquitous companions. A crucial element is the examination of the viewing habits of digital natives, comparing their motivations for consuming linear versus non-linear content, thus offering insights into the evolving preferences and choices of viewers.
The importance of moving images as an advertising medium: This chapter explores the advertising market's response to the shifting media landscape. It examines the evolving relevance of television as a mass medium, analyzes adjustments in traditional television advertising strategies, and highlights the emergence of addressable TV as a significant addition to the advertising mix. The chapter demonstrates how advertisers have adapted their strategies and investments in response to changes in media consumption.
Keywords
Streaming services, television market, media usage behavior, digital transformation, video-on-demand (VOD), Smart TV, HbbTV 2.0, advertising strategies, media convergence, digital natives, linear television, non-linear television.
Frequently Asked Questions: Comprehensive Language Preview
What is the main topic of this document?
This document provides a comprehensive overview of the evolving German moving image market, focusing on the impact of digital transformation and changing media consumption habits on traditional television and advertising strategies.
What aspects of the moving image market are covered?
The document covers several key aspects, including the historical development of television, the rise of streaming services (Video on Demand - VoD), changing media usage behavior (linear vs. non-linear consumption, device usage, digital natives), and the adaptation of advertising strategies in response to these changes. It also analyzes the roles of key players in the VoD market and the significance of Smart TVs and HbbTV 2.0.
What is the historical context provided?
The document traces the evolution of television from traditional sets to Smart TVs, highlighting technological advancements and the increasing fragmentation and convergence of the media landscape. It emphasizes the emergence of new players like Netflix and Amazon and the challenges this poses to established broadcasters.
How are changing media consumption habits analyzed?
The analysis focuses on shifts in viewing habits, including the increasing use of on-demand services, the prevalence of various devices (smartphones, etc.), and the distinct consumption patterns of digital natives. The document compares linear and non-linear media use, examining the motivations behind each.
How does the document address advertising in the context of these changes?
The document explores how the advertising market is adapting to the shifting media landscape. It examines the changing relevance of television as a mass medium, analyzes adjustments in traditional television advertising, and discusses the rise of addressable TV as a new advertising opportunity.
What are the key themes and objectives of the document?
The main objective is to analyze the impact of evolving media consumption habits on the traditional television market. Key themes include the historical development of television, the rise of streaming, changes in viewer behavior, adaptations in advertising strategies, and the challenges faced by traditional broadcasters.
What are the key takeaways or conclusions of the document?
The document highlights the significant disruption caused by the digital transformation of the moving image market, the changing role of traditional television, and the need for broadcasters and advertisers to adapt their strategies to reach audiences in the new media landscape. It emphasizes the importance of understanding the media consumption patterns of digital natives.
What keywords are associated with this document?
Keywords include: Streaming services, television market, media usage behavior, digital transformation, video-on-demand (VOD), Smart TV, HbbTV 2.0, advertising strategies, media convergence, digital natives, linear television, non-linear television.
What is included in the Table of Contents?
The table of contents details each chapter, starting with a summary and executive summary, then proceeding through an introduction, the historical development of the moving image market, its digital transformation, changing media usage behavior, the importance of moving images as an advertising medium, and concluding with an outlook and conclusion. Each major section contains further sub-sections detailing specific topics within each chapter.
Who is the intended audience for this document?
The intended audience is likely academics and professionals interested in the German media landscape, media consumption habits, and the impact of digital transformation on the television and advertising industries. The structured format and in-depth analysis suggest a professional or academic context.
- Quote paper
- Max Schulz (Author), 2019, How streaming services are revolutionizing the TV market, Munich, GRIN Verlag, https://www.grin.com/document/1185565
