Fragmentation of the offer and non-linear viewing have accelerated what France-based Glance calls “the profound transformation” of the market. “All actors are rethinking their models,” it says. In this context, programs are launched with fiction still at the forefront.
In fact, older entertainment formats are still very attractive to viewers.
A Common Market for Program Makers
The number of stakeholders and the offer of TV and video are always larger, with incumbent and digital native players. In 2022, globally TV viewers in 88 countries spent an average of 2 hours 25 minutes per day watching TV, with different situations according to the countries and regions.
“In a fast transforming industry, television channels have shown their resilience and must continue to innovate in order to respond to the consumption of increasingly delinearized content,” said Glance SVP Frédéric Vaulpré. “In 2022, SVOD consumption has been on the rise, varying from countries to countries. In the US, the market share for streaming is around 38% when in Poland it is less than 6%. In this context, various stakeholders have to modify their initial positioning to face their own challenges. This is particularly the case for SVOD players and FAST channels, two new entrants in the advertising revenues market.”
TV broadcasters are increasingly present on various platforms — and there is growing demand for non-linear viewing.
This, Glance said, requires new strategies for channels in order to increase advertising and attract younger viewers. For example, on ITV in the U.K., Unforgotten achieved 2023 “best audience for now” honours with 7.9 million viewers. Pre-broadcast accounted for 31% of its audience and catch-up 36%.
The challenge for channels is to identify the right monetization model for this viewing while platforms increasingly invest in contents and windowing strategies, Glance concluded.
Regarding FAST Channels, the unprecedented increase in their offer leads to overabundance. Calls for standard audience measurement, also needed for SVOD platforms, are increased.
Focusing on formats, the most successful in 2022 put celebrities to the test betting on viewers interest for famous people. However, a new format, Outsiders from Warner Bros. Discovery International — featuring celebrities in a scout-style adventure — successfully launched in Norway and was adapted from a U.K. format. This show uses humour and self-mockery. A new Indian format also plays this card: Smart Jodi (launched on Star Plus) — a top launch in the country — features famous couples asked to accomplish challenges on set.
