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BizReport : Research : April 27, 2016

Study: Streaming services pushing more TV viewing

Streaming video services are good for television. That's the takeaway from new SymphonyAM data which shows that viewers who stream previous seasons of broadcast shows also view the current season.

by Kristina Knight

It's no secret that television viewing habits have changed radically over the past five to ten years. Prime Time is now time shifted and live broadcasts are now DVR'd so that viewers can watch on their own time. But, this time shifted and watch-as-you-please mentality is also giving back to broadcast television.

"We're seeing changes in viewing behaviors and habits over recent years that is altering the way the entire television industry earns, maintains and loses viewers," said Charles Buchwalter, CEO of SymphonyAM. "But regardless of the massive success of streaming platforms and its content, broadcast and cable TV programs are still garnering strong audience numbers, a portion of which is actually coming from the success of these new viewing methods."

Among the more interesting findings:

• 38% of those who stream previous seasons of shows also watch the current season on TV
• Back viewing helps broadcast shows gain 11% of new viewers
• 38% of back viewers watch through Netflix
• 43% of back viewers watch during weekday Prim Time hours

About one-quarter of back viewing is done via broadcast television; 17% is viewed via VOD services.

Tags: broadcast television trends, online video, streaming video trends, SymphonyAM, video trends

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