“Liam Boluk makes the point in his post that ‘focusing on cord cutting or even cord shaving largely misses the point,'” Horace Dediu writes for Asymco. “Don’t follow the dollars, he says, follow the time or engagement. “Relevance” is what matters.”
“His data shows how linear TV has fallen by roughly 30% among the young (12-34) in the last five years. The trouble for the TV bundle (and advertisers) is that this is the most culturally influential group,” Dediu writes. “They are also the group which will grow into the highest income group over the next decade. And this group does not love TV.”
“Paying $150/month to watch incontinence and erectile dysfunction ads—at a time not of your choosing—is preposterous for the young. They may like the programs but not the way they are packaged, delivered or interrupted,” Dediu writes. “What Apple best contributes asymmetrically is a new experience. The experience allows new behavior, new usage models and hence new loyalties to emerge. The loyalties create affinity which shifts the “love interest” for the user. The new Apple TV attempts to provide such a contribution. Not only in terms of the experience but also for becoming, finally, a platform for developers, who will try to make the product itself better in collaboration with Apple. ”
Much more in the full article – recommended – here.
MacDailyNews Take: TV will change. Hopefully, the new Apple TV will be the impetus that finally causes the “TV” paradigm to shift.
SEE ALSO:
Why you probably don’t need a 64GB Apple TV (preorders now live) – October 26, 2015
32GB or 64GB? How to pick the perfect Apple TV for you – October 23, 2015
[Thanks to MacDailyNews Reader “Dan K.” for the heads up.]
“Paying $150/month to watch incontinence and erectile dysfunction ads—at a time not of your choosing—is preposterous for the young.” And for the old too. Especially those disgusting shingles ads. I’m 70 and look forward to no ads or perhaps choosing an ad from a choice of three categories. Personally I’d chose Apple ads and maybe that clever animated Honda dream ad or even a beer commercial with happy people enjoying themselves…not worrying about having multiple diseases in one 5 min. commercial break!
I can remember my grandmother going absolutely ballistic when the first Kotex TV commercials aired during the half way point of the “Another World” soap opera! “Is there nothing sacred anymore”, she loudly complained! I thought she was going to throw something at the TV! That was over 45 years ago.
Well then, I’m sure she’d be apoplectic over commercials like Vagisil. But speaking of the drug company ads, the worst part of those idiotic things are the side effects disclaimers; they’re twice as long as the rest of it.
I tell friends that every 4 year old knows about every female malady, thanks to modern television advertising. What’s now allowed / ‘appropriate’ during the family hours of television includes everything related to sexuality and excrement imaginable, short of the phone sex advertisements.
Bad, tasteless, abusive, child-hostile advertising is now the rule. Of course people fight back. If that means dumping the media streams dumping rivers of garbage into our ears and eyes, so be it. We choose what to make of our lives.
Oh and how can I forget the pummelling of our brains with advertisement for an unending parade of potentially lethal, ‘fatal event’ drugs we must apparently pester our doctor to approve for our minutest illnesses. It’s blatantly all about viewer abuse for the sake of financial game tokens we call ‘money’. Actual concerns for human welfare have been erased.
I don’t want to pay $150 for crap I never use.
Cancelled my cable almost 3 years ago because the specialty channels had gone to shit. Saved $3600 so far. Most of the things I watch I can get through the antenna, and some of the others are available through $8/mo Netflix.
The ONLY TV that even works for us old timers are shows available when we want them, and preferably with no commercials. Simple.
It seems silly for networks to even bother to try to use schedules anymore since it’s only the viewer’s schedule that matters now. Just post the show when it’s ready and then get out of the way. That’s the paradigm nearly everyone wants.
TV broadcasters are accustomed to targeting a particular audience at a certain time to sell to advertisers. Letting people actually what they want to watch, when they want to watch it runs contrary to their thinking. This TV is throwing a monkey wrench in their paradigm. 🖖😀⌚️
And as well it should! The only paradigm that works for viewers is an anathema to traditional broadcasting and probably puts a lot of people out of work.
Linear TV ?
To me the Apple TV is about much more than TV. Granted, I use Apple TV to watch most of what little TV I watch, but the other things the Apple TV provide, and the growing list of things the new Apple TV is making available on the big screen for easier sharing are more important to me. Airplay is super valuable for group sharing of photos and videos, app mirroring, watching movies, online shopping, FaceTime calls/conferences, how to videos, and more. HomeKit is starting to get real, and may be truly great if Apple gives us an app that ties it all together. Games….. Serving up music. Quick information, calculations, searches and control via Siri.
Network TV and the cable companies have already missed the boat. They have alienated most of their viewing audience by refusing to evolve, by providing a “scatter gun” approach locked to streaming programming, and by dumbing down their programming to the point where the young, and the discerning and literate older audiences are eager to explore alternatives.
The Shift will come when some upstart creates their own “TV Channel” packaged as an app. I expect the programming will suck and only appeal to 11-18 year olds. It will be available on ATV, but the app will also bridge to iPad/iPhone/Watch, which is how this age group will predominantly watch. Also there will be a new “episode” on this channel often, and will really function like an open playlist.
Once this works and is shown to work college students and 20-somethings will start to also create their own stuff. It’ll be like tv from the 1950’s and 60’s — variety show stuff and simple dramas. But it will be the voice of the young to the young. And it will be eaten up.
Within 10 years the avenue will have matured and the style. Tools and best practices will have been developed.
“Bundles” are for us old folks. No one thinks that’s the future. As usual Apple is in this for the long game. (Similarly, Apple Music is being built to be the #1 device in the Car, and Watch is being built for what it will be in 5 years.)
Its already happening. My kids watch “channels” that are apps on the Roku and the content is produced by small companies and sometimes single individuals operating out of their homes.
Some interesting content, and a few that make you scratch your head 🙂
My kids only watch idiotic cartoons on Netflix. They don’t understand channels.