Television Viewing Becomes Increasingly Fragmented as Overall Consumption Grows, Accenture Global Survey Finds
Data confirm consumers rapidly adopting multiple viewing platforms
NEW YORK; April 20, 2009 – Consumers are increasingly watching television content on multiple platforms, contributing to the fragmentation of the traditional viewing experience, according to findings from Accenture’s (NYSE: ACN) second annual Global Broadcast Consumer Survey. Although the consumption of broadcast television content continues to grow, viewers are adapting quickly to new choices that change how, when and where they watch programming.
Accenture conducted its survey of nearly 14,000 consumers across 13 countries to assess how people in different markets view and respond to broadcast content and how they are adapting to new content delivery methods and platforms.
Among the study’s most significant findings:
· Viewing of all content – including television – is growing across all platforms;
· Opportunities in new media abound in emerging markets; and
· Consumers indicate a willingness to pay favoring subscription services.
More viewing on more platforms
The most significant survey finding is that while fragmentation of the audience viewing traditional television formats is continuing, the consumption of broadcast content on all platforms, including traditional television, is clearly growing.
The results of this year’s survey indicate that television viewership has grown since last year, with an increase in viewers watching six or more television channels (40 percent of respondents this year vs. 35 percent in 2008) and watching eight or more television programs per week (39 percent this year vs. 33 percent last year). The number of respondents who said they would also enjoy viewing content on other devices increased over the last year, with 13-point increases in the number who would watch content on personal computers (74 percent in 2009 vs. 61 percent in 2008) and on mobile devices (45 percent in 2009 vs. 32 percent in 2008).