Consumer viewing time shift towards streaming, and 80% on the big screen
In the last 6 years a notable trend has been going on in consumer viewing time, GroupM Netherlands report is showing a distinction between viewing time on the large screen and other devices, allowing for a categorization into three video consumption categories:
- Traditional television on the big screen, featuring broadcaster content.
- Connected television on the big screen, encompassing both broadcaster and non-broadcaster content.
- App-based television on all other devices, including both broadcaster and non-broadcaster content.
It appears this viewing time across all three categories has remained stable over the past six years, with a brief peak during the years of the COVID-19 pandemic. On contrary to United States trend, consumer do not massively cut their cable provider off. Mostly due to all-in packages offered by KPN and Ziggo.
As a result, people continue to consume a significant amount of content, including traditional television and streaming, through the set-top box, leading to 80% of the total viewing time being consumed on the large screen.
However, there is a noticeable shift in the consumption of viewing time from live/scheduled broadcaster content to content from streaming platforms.
