A new study by Videology, a leading software provider for converged TV and video advertising, suggests that Canadian consumers are no longer relying on the "seasonality" of TV network programming to watch their favourite new shows.
Videology conducted a video-based online survey of over 1,700 Canadian consumers, to determine how shifts in media consumption have changed the traditional focus on the "new TV season," which starts in September. Overall, 48% of consumers surveyed said that the season doesn't impact their video viewing.
When asked if they look forward to the new TV season, 39% of respondents said they didn't even know September marked the new season. Additionally, 25% said they don't look forward to the September TV season, because good TV is available all year long.
The survey suggests that these shifts in perception are the result of more consumers watching TV programs online, where they are available throughout the year. 49% of respondents said they watch the majority of their favourite TV shows Online, and 76% said their current favourite TV show airs somewhere other than Network TV (with 37% of those respondents saying their current favourite TV show airs only online).
"Consumers no longer have to follow the scheduling of TV networks — they can make their own schedules," said Scott Ferber, Chairman & CEO of Videology. "They're watching their favourite shows on their laptops, mobile phones and connected TVs, where premium programs are available all year long."
The release of this study coincides with the conclusion of the 2015 Upfront negotiations in Canada, in which major networks and cable channels negotiate rates for their new fall programming. A twin survey coinciding with the U.S. upfront showed similar results, suggesting a broader trend.
"As we reflect on this year's upfront negotiations, it will be interesting to see how these trends have played out," added Ferber. "Brands today have more opportunities than ever to continuously reach consumers fully engaged in top-notch programming, and the idea of a yearly 'TV season' may soon be a distant memory."