<![CDATA[ Latest from Next TV in Viewing ]]> https://www.nexttv.com/tag/viewing Fri, 06 Jan 2023 21:43:37 +0000 en <![CDATA[ Horowitz: Gen Z Watching Both Professional TV, Non-TV Content ]]> https://www.nexttv.com/news/horowitz-gen-z-watching-both-professional-tv-non-tv-content hZSrunvhdeBA8pBwEqJyiW Fri, 06 Jan 2023 21:43:37 +0000

Gen Z viewers split their viewing time evenly between long-form and short-form content, with the older portion of of the demo spending more time watching traditional TV programming, according to a new study by Horowitz Research.  

The Focus Generation Next survey of 800 Gen Zers 13-24 years of age reports that while the group as a whole splits viewing time rather evenly between professional TV content from networks and streaming services and non-TV content such as user-generated videos, there are different viewing patterns within the demo. 

The report found that 18-24 year olds spend more than half of their viewing time (52%) watching content from networks and streamers such as Netflix and Disney Plus compared to 47% of 13-17 year olds, who spend more of their time viewing non-TV content. 

Older Gen Zers are more likely to watch content from a wider variety of platforms – including subscription streaming services and virtual MVPDs like Hulu TV and Sling TV – than younger Gen Zers, who are more dependent on their parents to access cable or streaming services, said the survey. 

Overall, Netflix, Disney Plus and Hulu are the most watched services for Gen Z viewers, according to the survey.

While short-form video is the preferred choice for younger Gen Zers now, as they grow older they will most likely gravitate to traditional TV content for their viewing choices, according to Horowitz. 

“We are often asked how media brands can engage with Gen Zers who seem to be so immersed in short-form content. I like to remind them that this generation is not the first cohort of young people to be engaged in short-form content,” said Horowitz Research chief revenue officer and insights and strategy lead Adriana Waterston. “Engagement with short form does not totally cannibalize long-form viewing. Young people today are still watching professionally produced TV content, just less of it compared even to older audiences within their generational cohort. As younger people’s lifestyles change as they enter new life stages and as they develop different interests, deeper engagement with long-form content across a range of genres will follow.” ■

]]> <![CDATA[ Disabling Fast Forwarding on VOD Fare Lifts Ad Recall: Study ]]> https://www.nexttv.com/news/disabling-fast-forwarding-vod-fare-lifts-ad-recall-study-383976 iMLWpArfcVMNxRjpqbxMtL Thu, 18 Sep 2014 18:30:00 +0000

When it comes to disabling fast forwarding video-on-demand fare, advertisers and viewers both win.

Those were among the conclusions drawn from a study conducted by MediaScience and commissioned by A+E Networks that found advertising impact improves dramatically when the fast-forward function was disabled during VOD sessions, with ad recall increasing over 50%.

If that result was expected, these findings necessarily weren't: the study of over 350 viewers indicated that there weren’t any adverse consequence to the program experience, relative to enjoyment, entertainment or engagement. Moreover, MediaScience’s results concluded that there weren't any changes among its study group pertinent to VOD usage intent and satisfaction or platform utility.

There was also an added benefit: fast forward disabling prevented viewers from overshooting past the resumption of programming, a problem that occurs for over 50% of all viewing.

Viewers were monitored for their electrodermal responses during the sessions, in which fast forwarding was either enabled or disabled. Cameras captured the participants’ facial muscle movement for analysis of their emotional response to both programs and ads. Pre-and-post surveys were also administered to gauge differences during the test sessions.

Dr. Duane Varan, a media researcher and CEO of MediaScience, said  "the depth of the A+E Networks’ study is particularly impressive.  The level of triangulation across measures paints a compelling picture demonstrating little fallout to disabling fast forward during VOD viewing.”

Noted Julya Fridman, A+E Networks vice president, multiplatform and distribution analytics:  “Until now, there has been a lot of uncertainty about the potential tradeoffs associated with fast forward disabling.  Now, with the benefit of this research, we’re confident that it represents a win-win proposition for advertisers, programmers and distributors alike.” 

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