They aren’t often grouped together, but the latest data in the new Variety Intelligence Platform special report “Social Video vs. SVOD: The Race to Replace TV” suggests they can be thought of as a series of historical shifts in U.S. audience viewing behavior. and cable, there are signs of a paradigm shift already in motion: a third wave of fragmentation in which social video begins to eat into the market share of major streaming services.
To shed light on that behavioral shift, the report features exclusive data provided to VIP+ from research firm Maverix Insights, collected by its measurement platform Media IDentity Graph . Capturing zero-party data on digital behavior from 50 million U.S. consumers across all devices, from the big screen in their living room to their iPhones, MIDG enabled a comparative view of unprecedented scope for both short-form video and streaming video usage. The race is on to replace linear TV as the video option that commands the most viewing hours in the average American’s waking day. But make no mistake, this will be a marathon, not a sprint.
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