Why do people watch so much television and video? Implications for the future of viewing and advertising

Television and video watching over the past 25 years has increased while other media consumption has declined.


  • Total television and video viewing is increasing because it meets basic human needs, especially for relaxation and escape, while new technology offers increasing viewing opportunities and the population continues to age.
  • The challenge for advertisers is not that people will stop viewing but that reaching them efficiently across different types of viewing increasingly will require integrated measurement and technology to optimize a combination of traditional television, targeted television, and online video.
  • Television and video advertising creative content should aim to minimize advertisement avoidance by matching viewers’ needs for relaxation and escape, entertaining them rather...
Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands