Are Video & TV the Same Now?

“Television is no longer a device. Instead, consumers broadly define “watching TV” to refer to video content viewed on any device, including computers and phones” [1]

It comes as no surprise that many people now regard digital video as “television,” regardless of which platform it is on. In fact, a recent study conducted by Magna, the media intelligence unit within IPG Media Lab and IPG Mediabrands, has shown that: “71% of those surveyed believe that “short-form” video is “television” [2].

The Next Generation is Here

As we rapidly approach 2020, devices and platforms are increasing - especially new, “free ad-supported on-demand offerings [such as OONA Mobile TV] - where video can be seen on a variety of devices: desktop computers, smartphones, tablets, and, of course, smart TVs” [2]. Viewers everywhere are watching a huge amount of video. Next generation platforms like OONA - the free interactive cutting-edge AVOD entertainment service which offers hundreds of top international and local channels that can be watched any time, anywhere, are becoming more and more popular as each day passes, and are clearly the future. Moreover, OONA (which also has SVOD options), even rewards users with a virtual currency (tcoins) just for watching the content they love, as well as personalised ads that can save them time and money. OONA is currently set up to provide its unique service to 185 million Indonesians, and is well on its way to deliver the same to consumers in other parts of Asia, the US, Europe, the Middle East, South America and Africa.

Interesting Research

Magna's research has identified different groups of video consumers as follows: “non-linear viewers (15%), light linear viewers (29%), moderate linear viewers (28%), and heavy linear viewers (28%)” [2]. When participants were questioned regarding their view on: “Too many commercials - or none at all?” It was determined that from the consumers' perspective, Netflix's programming quality is a separate factor from having to see commercials. In fact, just 11% of respondents stated that they watched Netflix because there are no commercials.

Video Ads

The President of MAGNA, David Cohen, notes that: “Linear TV may be declining but video consumption is as strong as ever. There are no ‘unreachables’…rather there are device-agnostic streamers with deep pockets who watch just as much video as linear TV viewers and are receptive to relevant, targeted video ads. This segment is growing and it’s crucial for marketers to gain traction with them” [1].

Image credit: Lighthouse Insights

New Exciting Entertainment OTT Style

“Consumers now enjoy unparalleled freedom in selecting media and entertainment options and their expectations are at an all-time high” [3]

As the founder and CEO of OONA, leading digital strategist, Christophe Hochart, acknowledges: “OTT is not traditional television, and OONA not only responds to the new revolutionary environment, it goes a step further by offering more than OTT.” OONA is an experience – a cool platform with an ethos that puts the customer first, and offers a fantastic world of possibilities any time, anywhere - on the go, or at home. It provides the latest high tech functions, including creating the user's own channel; free live and VOD entertainment over hundreds of top international and national channels; fun interaction with millions of users; a personal AI assistant who arranges the content people love; and virtual currency rewards (tcoins), which can be redeemed for branded goods and services, discounts, meals, fun days out, holistic health treatments, and free telephone minutes and telcom products - just for watching and sharing content, which can be jazzed up with the latest editing tools!

Summary

To respond to the question: Are TV and Video the Same Now? The answer is that they have definitely merged. - Advances in tech have transformed TVs into smart televisions, and made popular apps such as OONA Mobile TV, which also provides TV casting for live and video-on-demand, the future norm. Further, viewers are no longer super-glued to their living room sofas. - Thanks to digital and state-of-the-art innovations, everyone of us can be out and about watching all of our favourite TV on mobile devices. Would we want it any other way?