With Ad-Tolerance at an All-Time High, TiVo's Video Trends Report Finds Consumers Shifting Gears on TV Subscriptions - Seite 2

As consumers continue to proceed with caution on their entertainment journeys, video service providers will continue to work to capture the attention of viewers and keep their retention rates climbing. With the entertainment industry shifting to focus more on profit over growth, 2024 will be a year of change as video service providers step into the future of what it means to watch video.

Additional TiVo Video Trend Report Highlights

• Let’s Get Personal: When it comes to content recommendations, personalized recommendations from streaming services still fall short of word of mouth and organic interactions in daily life as 45.9% of respondents go to 2 or 3 streaming apps before settling on something to watch.
• TVOD Is Sticking Around: While movie theaters are making a well-deserved comeback, consumers are still interested in using transactional video on demand (TVOD) services to enjoy new releases from home, with 52.3% of respondents saying they used TVOD services in 2023 – an increase from the year prior.
• You Can Watch Where?: With consumers watching an average of 4.7 hours per day, many are splitting their time watching content on their phones (60.3%), TVs (78.2%), and even in their vehicles (38.0%). In addition to traditional entertainment like TV shows and movies, social video is rising in popularity climbing from 14.7% in Q4 2022 to 17.1% in Q4 2023.
• Your Phone and TV are a Match Made in Heaven: QR codes remain the most commonly used interactive ad method, as well as the one most commonly recognized by respondents (40.2%). Gen Z is most likely to tap an interactive commercial on a tablet or phone (40.7%) while Millennials are the most likely to utilize QR codes in a TV show or commercial (35.9%).

Find more information from the latest Q4 2023 Video Trends Report here.

TiVo is also an expert in video trends and TV viewership data. TiVo TV Viewership Data includes second-by-second data captured from set-top-boxes within households across all 210 DMAs in the U.S. The data reflects both live and time-shifted viewership information which is the cornerstone of TiVo’s expertise in TV data processing. Find more information about TiVo’s Viewership Data here.

Methodology

Since 2012, TiVo has surveyed consumers to uncover key trends relevant to TV providers, digital publishers, advertisers, and consumer electronics manufacturers. The latest TiVo Video Trends Report surveyed 4,436 adults 18 and older living in the U.S. and Canada during the fourth quarter of 2023 (3,448 U.S., 988 Canada). In addition to identifying and analyzing key trends in viewing habits, the TiVo Video Trends Report provides insight to consumer opinions regarding Subscription Video on Demand (SVOD), Transactional Video on Demand (TVOD) and Advertising-Based Video on Demand (AVOD) providers, emerging technologies, connected devices, over-the-top (OTT) apps and content discovery features, including personalized recommendations and search.