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
1 Introduction
2 The moving image market in the course of time
2.1 The historical development of television
2.2 From TV to Smart TV HbbTV 2.0
2.3 Fragmentation and convergence
3 The digital transformation of the moving image market
3.1 "Video on Demand" – Definitions and Delimitations
3.2 Relevant players within the VoD market
4 Changing media usage behaviour
4.1 Media use at a glance
4.2 Moving image use linear / non-linear
4.3 Device usage at a glance
4.4 Digital natives in the focus of attention
4.5 Usage motives (linear / non-linear) in comparison
5 The importance of moving images as an advertising medium
5.1 The advertising market at a glance
5.2 The relevance of the "mass medium TV"
5.3 Adjustments in classic TV planning
5.4 Addressable TV as a useful addition
6 Outlook and conclusion
Objectives & Core Topics
This thesis examines the paradigm shift in media consumption driven by the rise of streaming services and digital technologies, analyzing how these developments impact traditional television, viewer behavior, and advertising strategies.
- Evolution of the TV market and technical transformation into networked homes.
- Transformation of media usage behavior and the shift toward non-linear consumption.
- Impact of digital platforms and streaming providers on traditional TV audiences.
- Strategic adjustments for advertisers and the role of Addressable TV (ATV).
- The changing importance of "mass medium TV" in a fragmented media landscape.
Excerpt from the Book
4.4 Digital natives in the focus of attention
Digital natives are people familiar with digital technologies who have grown up in the digital age. The term was originally coined by Marc Prensky and describes all vintages born after 1980 who grew up with the versatile possibilities of the Internet. Digital immigrants, on the other hand, are people who have only become acquainted with the new technologies in adulthood and therefore have to deal with them step by step.
It is therefore not surprising that there is a large difference in the usage behaviour of the respective groups. While the digital natives are much more familiar and self-evident with the media, the digital immigrants find it relatively more difficult to deal with the new technologies.
This finding is also supported by the studies in the previous chapters, in which the media use of the different age groups was presented. Accordingly, it is reasonable to assume that the younger age groups are more flexible in their usage behavior than the older ones and the younger ones therefore have a higher willingness to try out new technologies.
The consulting firm Deloitte has also come to a similar conclusion in its current study "Media Consumer Survey 2018". In it, the company examines current media consumption and analyzes what changes are taking place for new and traditional content offerings. Deloitte has found that video-on-demand offerings continue to boom and are particularly popular with young media users.
Summary of Chapters
1 Introduction: Overview of the dynamic changes in the German media landscape due to digitization and new internet-based access points for moving images.
2 The moving image market in the course of time: Historical review of television technology and the transition from analog broadcast to the smart home era.
3 The digital transformation of the moving image market: Analysis of the decline of physical media rentals and the rise of various Video-on-Demand (VoD) business models.
4 Changing media usage behaviour: Investigation into how modern audiences consume content across different devices and the emergence of "second screen" usage.
5 The importance of moving images as an advertising medium: Evaluation of advertising spending shifts, the ROI of traditional TV, and the integration of digital targeting via Addressable TV.
6 Outlook and conclusion: Final reflection on the necessity for TV broadcasters to adapt through high-quality content and innovative technological strategies to remain competitive.
Keywords
Streaming services, Video-on-Demand, Digital Natives, Linear Television, Media Consumption, Advertising Market, Addressable TV, Convergence, Second Screen, Audience Behavior, ROI, Smart TV, Digital Transformation, Media Fragmentation, Moving Image Strategy.
Frequently Asked Questions
What is the core focus of this thesis?
The work examines how streaming services and new digital media technologies are fundamentally changing the traditional TV market and consumer viewing habits.
What are the primary themes discussed?
The paper covers the technical evolution of the TV, the shifting media usage behavior among different age groups, and how the advertising industry is responding to these changes.
What is the main goal of the research?
The goal is to determine the future relevance of classic linear television in an increasingly digital world and how traditional broadcasters can adapt to the rising dominance of streaming platforms.
Which scientific methodology is employed?
The thesis utilizes a qualitative and quantitative analysis of existing media studies, market reports, and historical data to illustrate industry trends and consumer shifts.
What topics are covered in the main section?
The main section details the history of television, defines various VoD business models (AVoD, SVoD, TVoD), examines specific device usage statistics, and explores modern advertising techniques like Addressable TV.
Which keywords define this work?
Key terms include Video-on-Demand, Digital Natives, Linear Television, Addressable TV, Convergence, and Media Fragmentation.
How does the "second screen" phenomenon affect viewing?
The "second screen" refers to the parallel use of smartphones or laptops while watching TV, which can either reduce attention to the program or deepen the viewer's bond through social media interaction.
Why is Addressable TV becoming essential?
Addressable TV allows for targeted advertising on the "big screen" by utilizing digital data, offering brands a way to reach specific demographics more efficiently than traditional broad-reach commercials.
Are traditional TV channels doomed to disappear?
The author argues against the total demise of linear TV, suggesting instead that it will complement non-linear offers by providing orientation and high-quality, trusted content that viewers still crave.
- Arbeit zitieren
- Max Schulz (Autor:in), 2019, How streaming services are revolutionizing the TV market, München, GRIN Verlag, https://www.grin.com/document/1185565
