2023-06-01 20:14:31
The last few years have been intense for the streaming market, as changes in content consumption have transformed both productions and the general market. In the 2023 edition of the study Inside Video Kantar IBOPE Mídia78.7% of household consumption time was dedicated to linear television, open and pay TV, and 21.3% to online platforms.
With this, it is possible to state that linear TV is still the main transmitter of content in Brazilian homes. However, it is necessary to look beyond that and, even if the index is lower, the potential of digital platforms is greater and growing. Over the past five years, the penetration of connected devices in Brazil has grown from 34% in 2018 to 59% in 2022, according to the study.
With people spending more time away from home, electronic devices have become an ally for content consumption, especially on Smart TVs, laptops and smartphones. The discovery of new media has resulted in a change in normal content consumption patterns, with the ease of watching whenever and wherever you want becoming an attractive feature for streaming services.
Next, Gustavo Marra, president of TVCoins, highlights the main channels that are already explored by companies to adapt to the user’s journey in the streaming and content consumption market.
connected tv
People around the world are moving away from traditional TV and switching to over-the-top (OTT) streaming services and their connected TVs. TVs and Connected TVs are the public’s favorite, accounting for 90.4% of total time consumed, according to the Kantar study.
“Unlike traditional TV, which reaches large audiences but comes at a high price, CTV and OTT can reach audiences of highly engaged viewers and provide more detailed campaign metrics than traditional TV, making it a more efficient investment. . In addition, with ads displayed on high-quality streaming content from leading TV networks and movie studios, advertisers benefit from association with recognized brands”, highlights Gustavo Marra.
cell phone and apps
With smartphones always at hand, the adoption of mobile devices and applications continues to be a strong channel for the dissemination of content to serve its consumers. In 2022, pesquisa Panorama Mobile Time/Opinion Box on the use of apps in Brazil, he pointed out that the proportion of Brazilians with a smartphone who subscribe to a movie and series streaming service rose from 56% to 66%.
“While app usage was already accelerating, the pandemic has increased app downloads and app development as consumers spend more time browsing on their phones. We’ve seen massive growth in streaming services, both in terms of platforms and content. Today, it is more common to see exclusive content for streaming – as in the case of Globo – without being shown on open TV”, adds the executive.
Omnichannel
An omnichannel strategy is crucial now to deliver the right message, to the right person, at the right time, on the right device. To do this right, companies need to create omnichannel solutions that can help them understand user habits and the interactions they have with content.
“With the ease of starting watching in one place and continuing in another. Watching the telenovela on television, continuing on streaming and then returning to TV, gives viewers freedom and creates new means of interacting with the content. Therefore, it is essential that content creators are aware of all the ways that content is displayed and how versatility is impacting users”, adds Gustavo Marra, president of TVCoins.
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