What’s actually happening is an evolution: TV viewers are pursuing their favorite content on the best available device. In doing so, viewers extend TV’s reach across today’s full range of video-viewing devices and conduits. Netflix attests that more than half of subscribers’ viewing time is devoted to premium TV content. Add Amazon Prime, Hulu and other streaming services, and TV has increased both its utility and its exposure.
So advertising needs to change its definition of TV. Consider it professionally produced video content that’s available across five screens. Appreciate that it takes lots of money and talent to create and bring to market, which is why TV networks invest nearly 50% of their revenues back into original programming. And recognize that streaming is a valuable contributor to TV audience and brands. The phenomenon of binging has been accurately linked to record-setting premieres for programs and sports events alike.
via It’s Not a Video Revolution — It’s a TV Evolution | DigitalNext – Advertising Age.