The OTT Conundrum

Using Psychographics to Understand Cross-Platform Video Consumption

The percentage of major broadcast/cable network primetime viewing content that was live and on the TV set ten years ago was 95% (Source: Nielsen) but has dropped to about 41% and is still dropping. In fact, among 25-34 year olds, it is already down to 36% (Source: Symphony Advanced Media). This historic behavior shift is disruptive, and no one has been analyzing the psychological causes behind the shift itself.

During this session, Tamara Barber, Sr. Manager of Custom Analytics at Simmons Research, identifies the extensive attitudinal differences between heavy OTT/streamers and the people still watching TV the traditional way. Tamara also introduced an innovative approach to providing Total Audience Measurement as a quality fusion onto Nielsen currency today, a quick activation solution that also opens the door to allowing planning level data to be fully used in making buys, without substantial change in workload or workflow, in time for this upfront.

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