US Viewers Will Watch More TV And Video Content
More people in the US will watch more TV and video content in the future, not less, according to a new report from eMarketer.
EMarketer adds that although content owners may lose some control of how, when and where their content is accessed, what they forgo in control they can make up for in reach and additional touch-points.
In addition, the market research group says that although advertisers will have to work harder to find a captive mass market, interactive marketing has the potential to have a greater return on investment.
A recent report from Kagen Research revealed that in the first half of 2006 there were nearly 26.2 million VOD capable homes in the US (see Ofcom Plans New Public Service Channel To Rival BBC).
Meanwhile, MPG published research which said that the growth in penetration of digital video recorders in the US does not appear to be impacting the live ratings of major network broadcaster’s live schedules and could be helping attract larger audiences to shows (see Ofcom Plans New Public Service Channel To Rival BBC).