As TV Evolves, TDG Re-Segments Viewers
According to TDG's new report, "Viewing Preferences in the Age of Multi-Source Television," a growing number of TV viewers fall into segments inclined to first tune their TV to a source other than live broadcast TV. To better understand the shifting behavior,...
To better understand the shifting behavior, TDG developed a framework based on consumer "first glance" TV preferences among different content sources, including live broadcast, DVR-recorded, on-demand, and online shows, as well as physical discs such as DVD or Blu-ray. Based on the analysis, TDG identified five key segments, non-overlapping groups that exhibit unique TV source preferences. The graphic identifies the relative size of each segment among the adult broadband population.
- Black-Box Baulkers strongly prefer live broadcast and on-demand content, but shy away from adding new "black boxes" to the TV system, especially devices they have to connect and configure. If a service is fully integrated into their one-device, on-remote experience (e.g., pay TV on-demand) they will bite. If not, forget about it.
- TV Traditionalists prefer live broadcast programs and physical discs, but are much less likely than average viewers to subscribe to or use pay TV on-demand or other value-added services, much less to view DVR-recorded or online TV content. They want "regular" TV and little more.
- DVR Devotees all own a DVR and exhibit a uniquely strong initial preference for DVR-recorded content. Despite the penchant for recorded material, however, the segment has very little interest in on-demand content, regardless of source. They are more likely than other segments to subscribe to satellite pay TV vs. cable.
- Broadcast Castoffs prefer DVR-recorded and Internet video for "first glance" TV viewing and have very little interest in live broadcast content. Only 72% of the segment has access to live TV broadcasts on their TV. They have no interest in pay TV on-demand services.
- New Video Enthusiasts are "early adopters" and prefer Internet video, pay TV on-demand, and DVR-recorded material, and are less likely to turn to traditional TV content sources such as live TV or physical discs.