Programmers and providers who are looking for new ways to showcase content, or connect viewers to programs for the first time, now have tremendous flexibility in how they can differentiate their content offerings. A linear experience provides unique advantages to viewer retention and monetization efforts:
- Maintaining “share of eyeball” – broadcasters align new shows with existing high-performing ones for a reason: people will stick with a channel if they like what they’re watching. Expanding your presence with linear channels is also a great way to add depth and choice for viewers.
- Always-on advertising: With VOD experiences, ads aren’t presented until someone chooses a specific program. Linear provides a reliable stream of ad revenue opportunities for a channel that’s found “a niche to scratch” – an audience to grow.
- Deeper connection with individuals: People still have favorite channels. In the U.S. today, most TV viewing is still live, and across 17 million Comcast households, average TV time continues to rise year over year. The takeaway? People keep watching.
A good way to look at linear vs. VOD is to think of it as how viewers exercise their unprecedented levels of choice: folks get to choose either what program to watch, or what channel to be served.
People still have favorite channels. In the U.S. today, 87% of TV viewing is still live, and across 17 million Comcast households, average TV time has risen 6% over 2018 to reach almost six and a half hours daily. The takeaway? People keep watching.
Learn more about the Live Linear Suite.