Live Streaming Dominates Traditional TV Viewing

Soccer fans eschewed their traditional trip to the venue to enjoy the 2018 edition of Major League Soccer. Their TV sets were not switched on either. Instead, they downloaded the app from the play store. The match was then viewed on their preferred digital device. The agreement between affiliated teams and local broadcast station in such cases includes livestream coverage without any advertisements marring the viewing experience. Best of all, there is no need to subscribe to satellite or cable feeds.

Changing habits leads to new tech

This new state of affairs is a living testament to changing habits. Audiences now prefer to view live events and other content on their tablets and smartphones rather than televisions. In one sentence, the sofa TV audience has ceased to exist.

For cable companies, the new state of affairs makes an attractive proposition. This is as the locally crafted content can capture audiences, making the scheme attractive for advertisers leading to more revenues. The catchment of brands can also be extended to new fields. A 24 x7 channel can be made sans any network participation. It is clear that livestreams are the future. They can also be franchised to other cable companies.

New household gadgets

A recent report by Video Advertising Bureau pointed out that the national usage went up three times to touch almost 15 million households who see their preferred programs only through app viewing. About 74 million or 62.5 percent of American households now have a minimum of one digital streaming device or Internet-capable smart TV or Internet-capable video game console. In 2016, only 53 percent of American households had them. It is a 30 percent rise from 2016. YouTube has already brokered a number of pacts to stream multiple sports events, with a few exclusive ones. Some teams have signed exclusive pacts with established broadcasters like ESPN+.

Live Streaming now goes beyond sports. Quite a few stations have begun to supplement broadcasts with a bouquet of digital partnerships. The news is made and marketed in a “snackable” form. Longer stories are published in an episode form through the app. If they are found to be sufficiently popular, these contents are pushed to mainstream television. Some stations livestreams content all day, in tandem with its standard TV broadcasts.

Although a few local broadcasters deliver content via their own specific apps, a few advertiser-supported aggregator services have come up. These permits users to access the local news broadcasts along with other content.

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