{"id":117061,"date":"2011-12-21T22:00:00","date_gmt":"2011-12-22T03:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/trend-watch-people-watching-less-television-more-online-video\/"},"modified":"2024-12-19T16:39:44","modified_gmt":"2024-12-19T21:39:44","slug":"trend-watch-people-watching-less-television-more-online-video","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/strategy\/trend-watch-people-watching-less-television-more-online-video\/","title":{"rendered":"Trend watch: People watching less television, more online video"},"content":{"rendered":"<p>Two statistics from the Canadian market caught my eye last week that both speak to a trend: People are consuming more video content than ever&#8230; but it&#8217;s not on their television. First, ComScore released its findings that <a title=\"ComScore: Canadians Watch Most Online Video\" href=\"http:\/\/www.comscoredatamine.com\/2011\/12\/canadians-watch-most-online-videos\/\" target=\"_blank\" rel=\"noopener\">Canadians watch the most online videos in the world<\/a> (out of markets being tracked). In October of this year, Canadians viewed an average of upwards of 300 online videos. Americans came in second at 286 videos, making North Americans the most avid video consumers.<\/p>\n<p>Second, there is evidence that more Canadians than ever are <a title=\"Cord cutting could hit 200,000 homes\" href=\"http:\/\/ca.news.yahoo.com\/cord-cutting-could-hit-200-000-homes-canada-190537152.html\" target=\"_blank\" rel=\"noopener\">cutting the cord on their TV subscription packages<\/a>, following the American trend that has been ongoing for several years now. 100,000 Canadian households opted out of their cable or satellite television subscription this year, and as many or more are expected to do so next year &#8212; the tip of what is likely to be a very large iceberg.<\/p>\n<section id=\"hub-newsletter-signup\" data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_6a3d16c404362'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <input type='text' name='dac_hp' value='' tabindex='-1' autocomplete='off' aria-hidden='true' style='position:absolute;left:-9999px;height:0;width:0;border:0;padding:0;overflow:hidden'>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var loadedAt = Date.now();\n    var form = $('#hubspot_form_6a3d16c404362');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Submit through the site's form proxy (form IDs stay server-side)\n        fetch('https:\/\/www.dacgroup.com\/en-ca\/wp-json\/api\/v1\/forms\/submit', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify({\n                form: 'newsletter',\n                source: 'block-hub-newsletter',\n                lang: 'en-ca',\n                email: email,\n                hp: form.find('input[name=\"dac_hp\"]').val(),\n                elapsed: Date.now() - loadedAt,\n                pageUri: window.location.href,\n                pageName: document.title\n            })\n        })\n        .then(response => response.json().catch(function() { return {}; }).then(result => {\n            if (response.ok && result.success) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                if(statusElement) {\n                    statusElement.text((result.data && result.data.message) || \"There was an error submitting the form.\");\n                    statusElement.css({\n                        'color': 'red',\n                        'padding-top': '10px'\n                    });\n                }\n            }\n        }))\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<p>People are consuming more video than ever, but in different ways. They&#8217;re searching and streaming it, or viewing it on demand, instead of subscribing to it. People are streaming or viewing their favourite television shows online, catching up on missed episodes or streaming on an on-demand basis. We&#8217;ll probably see more people watching TV on their mobile devices, though <a href=\"\/services\/data-analytics\/\">data<\/a> rates will need to come down significantly before this happens.<\/p>\n<p>What does this mean for businesses? People are changing their habits, and the advertisers are following them. I think we&#8217;ll see more money shifted from television to online video advertising in 2012. YouTube became the second largest search engine in the world after Google last March. Google, which owns YouTube, is making more options available to marketers in the channel.<\/p>\n<p>As for marketers themselves, they&#8217;re focusing more on <a href=\"\/services\/search-engine-optimization\/\">SEO<\/a> for video <a href=\"\/services\/content-strategy\/\">content<\/a> than ever before. It&#8217;s clear that North Americans still want to be entertained, and are still looking to television content to entertain them &#8211; but via different channels. There&#8217;s still an audience out there, but companies will have to innovate in order to reach them.<\/p>\n<p><a href=\"\/get-in-touch\/\">Contact us<\/a> today to find out more!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Two statistics from the Canadian market caught my eye last week that both speak to a trend: People are consuming more video content than ever&#8230; but it&#8217;s not on their television. First, ComScore released its findings that Canadians watch the most online videos in the world (out of markets being tracked). In October of this [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.72,"reading_level_needs_review":"0","footnotes":""},"categories":[2903],"tags":[],"class_list":["post-117061","post","type-post","status-publish","format-standard","hentry","category-strategy"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Trend watch: People watching less television, more online video | DAC<\/title>\n<meta name=\"description\" content=\"People are consuming more video, but it&#039;s not on television. 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