How Time-Shifted Viewing Could Save Network TV

Time-shifted viewing was supposed to be the death of TV as we know it, but including DVR and video-on-demand into Nielsen ratings has revealed a few surprises.

Time-shifted viewing, which refers to watching television programs at a later time using digital video recorders (DVRs) or streaming services, has had a significant impact on the television industry. While it presents challenges, it also offers opportunities that could potentially benefit network TV. Here are some ways time-shifted viewing could contribute to the sustainability of network TV:

Increased Flexibility for Viewers

Time-shifted viewing allows viewers to watch TV programs on their own schedules. This flexibility is appealing to many viewers who have busy lives and cannot always tune in at the exact airtime of their favorite shows. By accommodating viewers' schedules, networks can retain and attract a broader audience.

Reduced Impact of Scheduling Conflicts

In the traditional linear TV model, shows in the same time slot often compete for viewers. Time-shifted viewing can reduce the negative impact of scheduling conflicts, allowing viewers to watch multiple shows that air simultaneously.

Extended Lifespan of Content

TV shows can continue to generate viewership and advertising revenue long after their initial airdate through time-shifted viewing. Popular shows can accumulate viewers over time as they become available on streaming platforms or DVRs.

Improved Ad Targeting

Advertisers can benefit from time-shifted viewing by targeting specific demographics and tailoring ads to viewers' interests. Some DVRs and streaming services offer targeted advertising options, allowing for more precise ad placement.

Monetization of Digital Platforms

Networks often make their content available on digital platforms for time-shifted viewing. This extends their reach and provides additional revenue opportunities through advertising, subscriptions, or pay-per-view models.

Viewer Engagement

Time-shifted viewers may be more engaged with the content because they actively choose to watch it. This engagement can lead to higher levels of viewer loyalty and enthusiasm for a show.

Viewer Data and Insights

Networks can gather valuable data on viewer preferences and behavior through time-shifted viewing. This data can inform content decisions, advertising strategies, and scheduling choices.

Hybrid Models

Some networks have adopted hybrid models that combine traditional linear TV with on-demand and time-shifted viewing options. This approach provides viewers with multiple ways to access content and increases the network's chances of retaining a diverse audience.

Catch-Up Services

Networks often offer catch-up services that make recent episodes available for a limited time after they air. This allows viewers who missed an episode to catch up quickly.

International Distribution

Time-shifted viewing can facilitate international distribution of TV content. Viewers in different time zones or countries can access the same programming at their convenience.

While time-shifted viewing presents opportunities for network TV, it's important for networks to adapt their strategies and business models to accommodate changing viewer behaviors. This includes optimizing ad placements, ensuring content availability on digital platforms, and exploring monetization options beyond traditional advertising. By embracing the flexibility and convenience that time-shifted viewing offers, network TV can remain relevant and competitive in the evolving media landscape.

 

Video: "How Time-Shifted Viewing Could Save Network TV"