At thinkLA's Entertainment Marketing Breakfast in Beverly Hills, California, David Baron, the VP of content partner management at Hulu, provided insight to the changing landscape of how audiences consume media. There's been a huge shift in how people are watching television as a result of the wave of new internet-connected technologies.
There's been a 463 percent increase in people using internet-connected technology like Hulu, Netflix, and HBOGo over the last several years, and it's a trend that will continue to grow. Currently, 40 percent of households of households subscribe to a streaming service, and that leaves a large percentage of the audience that can still be reached.
According to Baron, we are currently living in a period of "app hell," where every service provider and subscription service has its own app with different content, and it's up to the consumer to navigate where the shows are streaming. This will hopefully transform into a more streamlined process in the future.
Demographically, broadcast TV audiences are much older than the average viewers on these streaming platforms, and these numbers are constantly changing. As marketers, it's your job to understand that audiences are moving into different places and you have to know where they are and how to follow them.
These new platforms and environments are creating new ways and opportunities to reach audiences through programming and advertising, and we've just scratched the surface. Baron mentioned the popular animated series "Adventure Time", which has two very distinct audiences (young children and adults). This creates two different but equally important potential paths for marketers to explore when it comes to campaigns.