Why it matters

TV remains a big part of people’s day across the globe, with 84% saying they felt that TV is part of their daily lives. It’s important for media owners to have a deeper understanding of consumption sentiments and preferences to better adjust offerings to audience needs and build brand affinity when mental associations are content-centric rather than platform specific.


  • 57% define TV by ‘shows and movies’ and not by platforms or devices. For most consumers, the device is relatively irrelevant - something the industry needs to accept.
  • There is too much choice for content and that can become overwhelming, consumers are looking for a little bit of ease, simplicity and seamlessness.
  • But the ‘hyper-personalisation’ of streaming services runs the risk of removing the ‘talkability’ of TV, falling into the same echo chamber trap that social media platforms struggle with.