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Redrawing the Lines in the Battle for the Living Room
The battle for the eyes of the consumer has been raging for some time now. The term was first coined way back in 1996 in an article examining the rise of digital experiences in the home. Since that time Reilly Smith Golden Knights Jersey , through the advent of the internet, smart phones, Wi-Fi and non-linear television, things have advanced dramatically. The connected-TV medium is still in its infancy and a wide range of newcomers are entering the market Brendan Leipsic Golden Knights Jersey , whilst strategies for success are still being formalised. With consumer’s attention being the ultimate goal the lines are shifting as we enter the beginning of the end, or at least the end of the beginning, of the Battle of the Living Room.
How has the television landscape has evolved in recent years?
Over the last 12 years there has been a shift in the viewing habits of television watchers both in the UK, USA and around the world. Terrestrial services; once the kings of the television broadcast have been squeezed from different sides by increasing competition from satellite and cable services. In the UK alone this has led to a 40% drop in viewing figures for terrestrial services over that same period Colin Miller Golden Knights Jersey , which shows that consumers for the most part are willing to pay for premium subscription services providing the content is there. Interestingly enough however is the impact on those same satellite and cable services which the global economic slowdown is having, with Comcast reporting losses in terms of number of subscribers particularly in the low income household brackets. In essence people are turning back to free-to-air programming due to cost implications in light of the recession.
“…change happens very fast. If consumers do not perceive that their needs are understood and met, they are likely to transfer their allegiance rapidly”
Video-Over-Internet Consumer Survey 2012, Accenture

Additionally the influx of internet delivered programming and OTT services such as Netflix and Lovefilm have further impacted the existing subscription market by offering a simple entry to content delivered on demand and possibly at a price point which suits the consumer better than the high price subscription model. Responding to these ‘cord cutting’ internet streamed services also is the recent creation of new lower priced Deryk Engelland Golden Knights Jersey , or entry level service offerings by TV giants, such as ‘TV Essentials’ in the USA from Time Warner Cable and the new ‘Now TV’ from BSkyB in the UK, both set to take on the new OTT upstarts at their own game.
This diversification of core offerings shows that ultimately even the heavyweights in this battle are still struggling to call the plays long term and that ultimately the tide is turning and the consumer is able to demand that services that are more tailored to their requirements, more cost effective and deliver the content they want Authentic Alex Tuch Jersey , where they want it and when they want it.
64% of online consumers use international online providers for viewing content across TV, PCs and smart phones
Video-Over-Internet Consumer Survey 2012, Accenture