I’ve never bought this notion that viewers who consume video content online watch more TV. I am not saying that people who watch a lot of Web video don’t watch TV content… but I certainly think that the numbers of media one consumes is finite, so the more you get it from one media, the less you are bound to get it from somewhere else.
- From Broadcasting & Cable:
According to IBM, more than half of online video watchers say they watch less television as a result, with 36 percent watching “significantly less.”
- From eMarketer:
Between the shaky economy and the growth of online video, U.S. ad spend will decrease 4.2 percent next year to $66.9B.
- From Fortune:
The consulting firm ABI Research predicts more than a trillion videos will be streamed worldwide in 2013, up from 32 billion in 2006. Meanwhile, a recent IBM survey shows that web-video viewers around the world are watching less TV.
The problem, if you ask me, is that web revenue isn’t going to make up the falling TV ad market… and the ones who will garner the lion’s share of ad dollars online aren’t the TV companies… so you have to ask yourself: will the future of TV media firms look much different than the future of print media firms? Which takes us to the brunt of it all, when it comes to traditional media firms and web video: those who can (TV), won’t… while those who want (print) can’t.
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