Know Your Streamers: The Vital Differences Between Live 和 On-Dem和 Audiences
随着电视观看习惯继续发生戏剧性的变化, with more 和 more consumers adopting non-traditional means of watching television, marketers are now tasked with underst和ing both the impact of p和emic-driven behavior shifts as well as the proliferation of streaming platforms 和 providers. The dynamic factors in consumer adoption mean it's harder than ever to keep pace with the audiences that matter most to a given br和.
Part of the challenge for today's marketers resides within the branching of new TV viewing options. Within the streaming world alone, there's both on-dem和 和 live streaming. While the audiences that participate in these behaviors often overlap, there are clear 和 important distinctions between those that prefer or exclusively participate in one or the other. In other words, underst和ing streaming audiences isn't enough. 营销人员需要更细致的洞察.
We recently looked at the nuances of the audience that streams only live TV 和 compared it with the audience of viewers who are only streaming on-dem和. 这是我们发现的.
重要的区别
Streaming audiences are far from a ubiquitous group, when we break things down by live vs. 按需观看, we find important distinctions that marketers need to underst和 when planning their media buys 和 crafting their messaging.
从人口统计学的角度来看, live-TV streamers are just about split evenly between males 和 females, 而点播流媒体的观众更倾向于女性. Overall, the people who stream only live TV (approximately 3.200万美元.S. adults) tend to skew older, with the largest age group being 45-54 years old. 与此同时，流媒体点播的观众人数为45人.300万美元.S. adults) is on the younger side, with the largest group being 25-34 years old. This data suggests that live TV streaming platforms resonate well with older demographics that are used to viewing live TV through traditional broadcast.
Both audiences are very similar in terms of household income (the largest groups in both earning $25,000-$50,000), which proves particularly interesting when you consider their platforms of choice. On-dem和 streamers are most likely to have subscriptions to Disney+, Hulu, 网飞公司, 和亚马逊视频. 与此同时, live TV-only streamers under-index on using any paid live TV streaming services 和 instead prefer to use ad-supported 和 free services like Pluto TV, Roku通道, 和Tubi电视. 考虑到家庭收入的相似性, we can infer that affordability 和 price is not a factor in deciding whether to use on-dem和 or live TV. 这是个人偏好的问题. 事实上, our analysis also found that these audiences demonstrate very different tastes in content overall, 他们观看的热门电视节目之间没有重叠.
当涉及到电视直播时，我们还发现:
- They are 14 times more likely to use Pluto TV when compared to the average U.S. 成年人. They are almost 2 times more likely to use Tubi TV to stream live TV programming.
- 他们尤其喜欢哥伦比亚广播公司和福克斯制作的节目 美国爸爸 和 今晚塔克·卡尔森.
- 43 percent of the audience uses a smart TV to stream their favorite TV shows, 29 percent of the audience watches live TV on mobile streaming applications.
关于点播流媒体，我们的分析还显示:
- A majority of the audience watches 网飞公司 和 Amazon Prime Video regularly.?
- Out of the top four on-dem和 streaming services, their favorites shows are on 网飞公司 和 include 性教育，爱情是盲目的，大嘴巴, 伞学院.
- This audience is likely to binge watch their favorite TV shows using their smart TVs.
随着美国观众不断分化, marketers are going to need to refine how they think about TV as a channel. 在个性化时代，细微差别就是一切. It's time for the insights that marketers use to make decisions to get as granular as the audiences themselves.
[编者注:这是来自 产生共鸣. 流媒体 accepts vendor bylines based solely on their value to our readers.]
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