TV penetration is still king and remains largely unchanged in the last 15 years. However, new device penetration such as smartphones and subscription video-on-demand (SVOD) has grown exponentially in the last 5 years.
What this means for marketers: The narrative that TV is dead is lazy and flat out wrong. Pay-for-TV may be declining but TV is still king. Advertisers must not think of the TV as only a medium, but also as a receptacle in which users are consuming media. People are still consuming video, but they are simply doing it on more devices, such as smart phones and tablets and on their own time, thanks to DVR and SVOD. With users spending 27% more time with media than they did in 2012, there is a great opportunity for marketers to reach their target audience whenever they are consuming media regardless of platform, time of day or location.