MediaCom’s latest Connected Kids research tracked the media habits and attitudes of kids and teenagers across the UK. The results found that younger viewers are now watching TV most often on demand.
Josh Krichefski, CEO, MediaCom Comments:
“On demand services have completely changed the way we view our favourite TV shows and films. While Netflix remains the most popular streaming service at the moment, the likes of Now TV are fast catching up. The market is hugely competitive and the popularity of the different services is defined by the quality of the content. Today’s introduction of an interactive TV show from Netflix aims to place personalisation at the heart of TV viewing, putting viewers in control of their own destiny and making the viewing experience feel much more intimate and personal.
“We are now an on-demand generation, where according to our research, young people are watching TV most often on demand. The ease with which you can view whatever you want, wherever you want and whenever you want is a reflection of the growing expectations of consumers – we are now a species that needs to be surprised, shocked, awed and wowed at every corner. You need only to look at what Channel 4 did with personalised video ads to know that to keep an audience engaged, you need to keep innovating. This announcement is a big moment for on-demand TV as a whole. Computer games have been doing this for years and it’ll be interesting to see how viewers take to this kind of content in a TV format.”