TV content creators get good news

Poll finds viewers loyal to shows, not networks

A new survey of TV viewers worldwide reveals ominous trends for networks but — paradoxically — encouraging news for content creators such as producers, directors and writers.

Consulting firm Accenture, which published the survey Monday, found that viewers are very loyal to their favorite shows, much more so than to the branded networks that provide them.

Accenture concludes that this is an opportunity for content creators, studios and even networks to deliver content on multiple platforms and distribution channels and find new revenue streams by doing so.

On the other hand, if they fail to do so, the survey suggests, nets are headed full steam ahead for the rocks. Viewers, especially younger viewers, are less and less happy with their TV viewing experience overall. Some 83% percent report being unhappy with watching “live” programming (i.e., watching at the time the programs are scheduled), even though a full third of viewers still watch eight or more programs a week.

In general, Accenture concludes, the very concept of “TV” is blurring. Consumers are showing a preference to watch scripted programming on demand but sports and news live. And commercials proved the most disliked aspect of “live” TV.

Accenture senior executive David Wolf points to the behavior of viewers under 35 as a portent of things to come for the entire industry.

“The under 35-year-old group is more likely to watch content on alternative devices, more likely to be familiar with On Demand TV, prefers watching content on demand and is more willing to pay to download content.”

Results were compiled from online surveys of about 1,000 adults in France, Germany, Italy, Spain the U.K. and U.S.; as well as telephone surveys in Brazil and Mexico.

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