From Television to streaming Emerging markets picking up "disruptive" technology
From television to streaming
No doubt about it – the world is moving towards streaming video over the internet. One day, television sets will surely have their own sections in natural history museums, right next to audio cassettes and VCRs. But for now, watching content on a television is still the number one way that people prefer to enjoy their entertainment.
Of course it is worth noting that viewing habits do vary by country. As we have discussed in another post, these habits are not just driven by socio-economic status, or access to technology. There is a strong cultural component as well, as we can see below.
source: google consumer barometer
Television making a stand in the United States
The United States has excellent access to high-speed internet and the ability to stream virtually any content in the world directly to computers, Smart TVs, or mobile devices. One would think that with so many different options to choose from, American audiences would be the first to move toward new technologies. However, an amazing 78 percent of Americans still watch television on their home television set.
Television sets have become an ingrained part of American life. For over half a century, laws have been crafted around network television. Family activities and schedules have been shaped around favorite television shows. Even the way American architects design and build houses includes careful consideration to television viewing areas. Despite access to so many other options, Americans will still choose to have a television set in their home.
As we look at the viewing habits broken down by age group, we can see that younger audiences are moving away from these outdated viewing habits. But for now, the television is here to stay in the American home.
Emerging markets are a blank slate
Emerging markets in Africa and Asia do not have as much access to the internet or to new technologies. However, this is not necessarily a long-term disadvantage for these markets as we progress further into the 21st Century. In years past, populations in emerging markets haven’t had access to new technologies. However, yesterday’s “new” technology is now obsolete. This means that they do not have an existing (outdated) infrastructure, nor do they have a culture built around obsolete technology.
We can expect to see emerging markets adopt new “disruptive” technology much quicker than mature markets. Indeed, the term “disruptive” does not even apply to a market where there is no existing status-quo to disrupt.
Find out more
Additional analysis and trends in global evolving viewing behavior are discussed in Nimdzi’s Insight Report, 2017 GLOBAL VOICE OVER INDUSTRY TRENDS AND INFLUENCERS. If you are interested in finding out more we encourage you click the link and continue reading.