By Jonathan Baker(Contributor to this blog: Angela Mertz, VP of Integrated Media at EGC) Yes, unbelievably, the year is half over. Changes are taking place where traditional television and connected television (CTV) stand. As these changes continue to evolve, what should marketers keep in mind for until the end of the year—and beyond? CTV Versus Traditional TV Consuming digital media on any type of device—desktop computer, tablet, or smartphone—is so widespread it hardly seems newsworthy. An interesting finding reported in e-Marketer, however, reveals that most of the U.S. population currently spends more time viewing content on traditional television. On average, people spend nearly two-and-a-half hours per day in front of a television screen. Subscribers to over-the-top (OTT) services follow at close to two hours each day—and this is gaining traction. CTV Viewership is on the Rise Where the amount of viewing time is concerned, the e-Marketer report predicts that by the end of 2025, CTV and traditional television will be neck and neck. (There is even the possibility that CTV may gain an edge.) With “CTV-centric factors” such as options for OTT subscriptions, YouTube, and free ad-supported streaming television (FAST), this change in viewing preference is assured, slowly but surely. In time, each type will trade places. Image Credit: e-Marketer The Time Shift… As proof of the above change, there is a noticeable shift in time spent watching traditional television, projected to decrease during the next two years. In contrast, users will spend at least 15 additional minutes engaging with CTV and other forms of digital media. The report in e-Marketer theorizes that this extra amount of viewing time will be from users who are gravitating from traditional to digital media consumption. From a “numbers” perspective, Traditional media will equal less than a third of total media time as the year progresses. Digital, on the other hand, will account for 63 percent of the total amount of time spent watching video. And social media favorite, YouTube, is a factor here… YouTube: The Old Reliable It is no secret that YouTube is popular. Millions of users watch this video-centric social media app. Many brands utilize YouTube to promote their goods and services. Unsurprisingly, many fans are from the “Generation Z” demographic. What is surprising is that while these young people are in the lead among age groups that spend the most time on YouTube, their elders are catching up. Studies reveal that users who are 45 years old (and older) are fast becoming “YouTube Fanatics” and are spending more time perusing this app. Yes, 2025 will be a memorable year for video viewing. Takeaways For starters, brands that have had successful campaigns via traditional television should not go into panic mode. They may continue with this strategy but should be mindful that the shift toward CTV is happening. Learning about and preparing to make this transition is therefore in their best interests. Here is another incentive: Customers—from ‘Baby Boomer’ to ‘Generation X’ age—who appreciated traditional television advertising are branching out to other media. (Consider YouTube’s growing popularity across all age demographics.) Brand owners who might have felt irrelevant to what was once ‘a young person’s’ platform need to start marketing on this app—accompanied by transitioning to CTV. In short, the adage of ‘the customer is always right,’ is very relevant to the changes in how consumers engage with media. The EGG Group is ready to help your brand’s video presence make an impact. Our expertise in everything from dynamic video creation to social media mastery, among other talents, will bring visibility to your brand in ways you may not have imagined. Contact us to learn more.
