A report commissioned by Discovery Networks supports the notion that multiscreen content delivery, or what the report calls "content snacking," is popular with worldwide audiences.
The report, "The Rise of the Television Everywhere Audience," was conducted for Discovery by The Future Foundation and surveyed 5,000 TV viewers across markets in Bulgaria, the Czech Republic, Hungary, Poland, Romania, Russia, South Africa, Turkey, the Ukraine and United Arab Emirates (UAE).
Live online TV viewing is now a common practice in eight of the 10 markets, the report said, and 52 percent of the respondents had watched live TV online in the last six months, with the highest percentage--64 percent--in Romania and the lowest--27 percent--in Hungary. Young and early adopters were found to be the first to take up the new viewing options.
"It's an incredibly exciting time for the TV industry and viewers who are relishing the greater freedom they have to access and interact with content across multi-screens and social media," Caleb Weinstein, senior vice president and general manager of distribution for Discovery Networks EMEA, said in a story reported by Broadband TV News. "This study shows people are watching more linear TV than ever before and how traditional TV viewing is being supplemented and enriched with new audience behaviors across CEEMEA markets."
Other report tidbits include the fact that TV on-demand viewing is less common among everyone but young and early adopters and that the UAE has the most viewers playing catch-up with their programming. Over two-thirds of viewers look up information online about programs they're watching, while 34 percent "talk" about their viewing through social networks.
- Broadband TV News carried this story
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