Competing for Consumer Attention
The pressure on linear TV isn’t just coming from streaming services such as Netflix and Hulu. Both are part of a wider competition for the consumer’s free time with other media formats.
Consumers are now clocking up an average of around 2:20 hours per day on social media, rising to around 3 hours among 16-24s. Online and print press, games consoles, music streaming and broadcast radio collectively constitute around 5 hours of a consumer’s day. That’s not including the hour and a quarter spent watching online #TV, and the 6 ¾ hours spent online more broadly on a daily basis.
Consumer attention in this crowded environment has become harder to maintain.
Linear TV, does however, have a lot to boast about here. With the exception of social media, linear TV captures the largest share of daily media time among consumers, standing at 18%, significantly above online TV’s 12%. And considering social media engagement happens frequently throughout the day whereas TV engagement is mostly in long durations, that’s an impressive feat.