In a trend that is increasingly seizing the attention of advertisers and broadcasters, more teens are watching television without ever laying eyes on a TV set. In yet another blow to appointment television and the notion of captive audiences, tech-savvy young people are abandoning the system by using file-sharing programs such as BitTorrent to download unauthorized, commercial-free episodes of their favourite shows.
"You don't have time to come home and watch Desperate Housewives if you're at the library. If it's on your computer, you can watch it any time," said Ms. Gavloski, a 20-year-old marketing student at the University of Guelph.
While the practice is not new -- teens, as well as adults, have long been downloading music, games, movies and TV shows -- it is undoubtedly on the rise.
Key Themes Behind This Trend
- Tv-sharing Programs
- The rise of file-sharing programs such as BitTorrent is changing the way teens access TV shows, creating opportunities for integrated advertising on new platforms.
- On-demand Viewing
- Teens are increasingly seeking the flexibility of an on-demand viewing experience, offering opportunities to marketers who can engage with their target demographic on new platforms.
- Disruptive Consumption Habits
- The rise of disruptive consumption habits among teens is testing the relevance of appointment television, paving the way for new conventions in advertising and broadcasting.
Where This Applies
- Television
- The television industry must embrace digital channels and new platforms to reach increasingly tech-savvy teens and remain relevant in the changing media landscape.
- Advertising
- Advertisers must adapt to changing viewing habits and embrace new platforms, such as on-demand and file-sharing services, to reach tech-savvy teens and maintain relevance.
- Music
- Media companies in the music industry have the opportunity to offer music and video content in new and engaging ways, meeting the demand of tech-savvy teens looking for on-demand and integrated experiences.
