Background: Competition and confusion
The world of video has never been more competitive, nor broadcasters' place within it more debated. Dramatic shifts in consumption have transformed the video landscape. But with rapid change has come hype and myth – fuelled in part by the media industry's atypical media habits (e.g. heavier on-demand viewing and different genre preferences). A rigorous and impartial understanding of how things are changing is critical to reveal the true picture of viewing habits among audiences across the country.
The explosion of video viewing options has resulted in less linear TV viewing. Advertisers told us they bought into the brand-building power of TV and saw first-hand its power to drive growth, but they were concerned about TV's future role and the impact of migration to on-demand viewing.