Thread: VOD The future for linear TV channels
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Old 17-06-2015, 12:29   #374
OLD BOY
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Re: The future for linear TV channels
Quote:
Originally Posted by harry_hitch View Post
Firstly, if 50% of content is ad free, the other 50% isn't.

29% of the 50% you quote is watching content via recordings or DVD etc. Both recordings and DVD's etc have ads, which help keep costs of DVDs etc down, and recordings are obviuosly off linear tv. A further 8% watched "content" (I use content in its loosest possibly term) via youtube facebook etc. I am pretty certain the vast amount of videos on facebook, youtube etc have ads, even if it is just the little ad box that pops up. Many have the unskippable ad's already (like most newspaper sites) and the little box ads as well. Some (mercifully) have none or skippable ads - these are the rarity. I don't watch many of the videos, but I the ones I do are ad funded. 7% watch On-demand, and we know ITV and 4od already have unskippable ads, so the likelihood is that they would have seen ads on some of that content too. Only 6% can be guaranteed as being ad free.

So would you care to explain, in more detail, how you think 50% of the content 16-24 year olds is ad free? I look to forward to your response.
Well, first of all of course I agree that if younger viewers are watching 50% of content ad free, the other 50% isn't. My maths is at least that good. The point is, this percentage of ad free material is much higher than for older age groups and if everyone fell into the habit of viewing ad free wherever possible, the linear channels will be in trouble.

Whilst recordings have adverts (don't I know it), these are skippable and if viewers are skipping the ads, clearly the advertisers are not getting much benefit from that. I can shave around 15 minutes off recorded programming from the likes of Sky every hour and this is the only way I will watch the non premium Sky channels these days.

The DVDs I have bought recently do not have ads ('Game of Thrones' and 'Boardwalk Empire' do not have ads that I have to sit through at all). I know Blockbuster used to add commercials to their DVDs and maybe rental outlets still do this. However, aren't they skippable as well?

In terms of other digital viewing where you may get the odd pop up ad, this is rather different from the three or more minutes a time that have to be endured when watching broadcast television.

I have no experience of unskippable ads on demand because I think this is what you get on the computer, whereas the on demand you get on TV does not have this. I do concede that I had not taken account of unskippable ads on demand via computer.

I am not disagreeing that if advertisements do come big time to all methods of watching programmes, this will save linear TV. My point is that viewers are becoming tired of being beholden to the viewing schedules of linear TV and their interminable advertisements and sooner or later, people will migrate from that type of viewing.

I do not believe that streaming services will get bogged down with advertising, although as long as they offer this as an alternative to subscription viewing, this would be acceptable to me.
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