Q&A with nScreenMedia’s Colin Dixon
This past November, Conviva hit the road with digital TV veteran, founder and principal analyst at nScreenMedia, Colin Dixon to present the findings uncovered in “The Secret Life of Streamers: Devices, Content, Location, and Quality” research report. During this Research Roadshow, Colin and Conviva’s chief marketing officer, Ed Haslam, presented findings from the report in a series of events in New York City and Los Angeles. After the coast to coast events, we sat down with Colin to get his thoughts on the uncovered data, as well as the road show.
1. What attracted you to this research project?
Having worked with Conviva before, I was pretty excited to have access to their rich data set. There were a couple of questions I had in mind that I was eager to answer. One of which was how many devices in a home were being used for streaming every day. We knew people are doing a lot of streaming at home, but being able to explore the Conviva data enabled us to get the answer and draw our own conclusions.
2. What piece of data surprised you the most?
Probably the most significant and revealing data we found was around the number of streaming devices being used at home. We knew a lot of people were streaming at home, but we were surprised by what we found: with an average of 2.5 people in a household, we found that 1.7 devices were being used per home. When you factor in that almost every house has a regular TV, the average number of devices per household rises to 2.7. With this data, we found that people were using their own device to stream content, including during the primetime hours of 7 – 11 p.m. This shows there is not as much of a communal TV watching experience going on anymore; instead streaming content has become a solitary activity.
3. What are the broader implications of this research on the industry?
The rise in the average number of devices per home presents implications for broadcasters and advertisers alike. With solitary viewing on the rise, it is important for content providers to think of their viewers as an audience of one and tailor content and advertisements for individuals.
4. Given the insights presented by the study, how can companies maximize their ROI?
What is very clear is the importance of a viewer’s quality of experience. If viewers encounter problems while streaming, those problems will cause them to use a service less and, furthermore, form a negative view of the streaming service and brands advertised or associated with it. Whether you’re Disney or Proctor & Gamble, bad experiences while streaming are impactful. Advertisers and content providers need to take streaming quality seriously to retain and increase their customers.
5. What were your key takeaways from the Research Roadshow?
After the events in New York City and Los Angeles, it’s clear to me that mainstream, premium content providers are taking online delivery very, very seriously. It is as important as content delivery through traditional TV channels and providers are 100 percent focused on making the viewing experience as good as possible through the data they amass. Additionally, they are learning how to leverage data from online streaming. They’re using this to further tailor their content to their audience.
6. Where do you see the future of TV?
It goes without saying that we are in the first stage of the migration of traditional services to online. The interesting thing is that we are seeing new types of entertainment emerge as well. Because of this, the way people are entertaining themselves is shifting. Video is a part of the overall experience online, but people also spend a great amount of time on social media and mobile applications.
Thanks again to Colin for sitting down with us to share his personal impressions of the report, as well as his thoughts on our ever-changing industry. In case you haven’t seen our research yet, please download the report here. We also developed an infographic to show you some of our most compelling findings.