Channel-surfing remains the primary discovery method used by contemporary viewers, with 71% citing linear TV as the first stop in the search to discover and enjoy new TV programs.
The figure comes from a new study from Viacom International Media Networks (VIMN), unveiled at Cable Congress last week by Christian Kurz, which explores how viewers are redefining their relationship with television.
The study additionally found that, although online is very useful as a means of reinforcing interest, it is linear TV that “seals the deal” and commits them as viewers: indeed, 69% of adults and 76% of kids start their viewing journey via linear TV
Other formats have other dominant functions: specifically, DVR, channel site or app, and a TV provider’s VOD service offer an opportunity for “catch-up,” while subscription VOD is ideal for “marathoning”.
There is no dominant non-linear content source – VOD and subscription services are equally redefining TV. What matters most is the availability of quality content and then user experience. Used in the past week among study participants with access to them: VOD 56%, channel sites 53%, DVR 51%, SVOD 47%.