Even though a recent J.D. Power and Associates survey shows that 52% of television customers report they still watch programs as they are broadcast, some 3% of subscription TV consumers are cutting the cord from their service provider entirely. The survey goes on to point out that some 6% of the important young adults, age 17-34 TV audience say they no longer subscribe to a residential TV service. They are shifting their viewing habits online to services like Netflix, Google TV, Hulu and Apple TV, They are using their laptops, tablets and mobile devices to view the shows and videos they want to watch.
The upside for the networks? More and more consumers are turning to social networks to share their TV-viewing experiences, and the TV networks have recognized this as a way to build engagement with them. They’ve even used social media as a way to promote live viewing. Check out this report from eMarketer, “Socializing the TV Experience” Click Here
Much the same as Kelliher Samets Volk continues the brand conversation by fusing channels, mixing online and offline connection points to build engagement with the consumer, the TV networks are now following this strategy by embracing social marketing tools.