There are a lot of questions surrounding how media is evolving, how viewers select content out of seemingly innumerable choices and how streaming services decide what to adopt. While several ARF events have tackled such questions, experts weighed in with their most recent insights at February’s Leadership Lab at ARF headquarters in New York City. Dubbed Future State: Navigating the New Media Landscape, the ARF’s CRO Paul Donato and EVP of Research and Innovation, Dr. Horst Stipp, co-chaired an event that dished out oodles of interesting insights.
Here are some highlights, Peter Katsingris of Nielsen revealed that traditional TV still dominates overall viewing. And yet, 60% of Nielsen’s custom survey respondents report subscribing to more than one streaming service. Hub Entertainment Research’s Jon Giegengack and David C. Tice elaborated on the “Paradox of Choice,” or the idea that viewers like having so many choices, but are confused as to how to pick what to watch. They also said there is “room for at least some new players” in the streaming world.
Next a follow-up, panel discussion with top media research experts took place. Paul Donato introduced this with data showing a steady decline in HUT levels over the years. He asked the panelists their perspectives regarding changes in consumer behavior and their impact. There was also a discussion of “How Do Content Providers Reach Viewers?” Lyndsey Albertson of NBCUniversal discussed in her presentation research showing the impact of advertising clutter. Suzanne Persechino of A+E Networks, in hers described two very different promotion strategies and how to shape them. A follow-up discussion, moderated by Horst Stipp followed.
Want to learn more? See the video of the lab session and an article covering the event by Dr. Stipp, below.