article on - 'THE FUTURE OF TELEVISION'
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It’s a golden age for TV viewers, with new ways to watch and an avalanche of acclaimed programs. But with traditional TV losing viewers to streaming services, the industry is still figuring out what its new economic model will look like. Yale Insights talked to two TV veterans at the cable network Freeform about how they see the future.
MARKETS TECHNOLOGY
In 2011, 18-24-year-old Americans were watching about 24 hours a week of traditional television—meaning broadcast or cable TV, whether live or time-shifted with a DVR. By 2016, that number had dropped to about 15 hours a week, according to a report from MarketingCharts.com. In fact, a Deloitte survey found that younger people are now spending more time watching streaming video than TV. The drop is less precipitous for older Americans. But with streaming services now in more than 50% of households, the trajectory for television is clear.
The target audience for the cable network Freeform—formerly known as ABC Family—is viewers aged 14 to 34, so the network is even more susceptible than most to a youth exodus from TV. But that audience also presents additional opportunities. According to a Freeform press release, the network’s programming was the topic of more than 300 million social media posts this past summer, more than any other TV network. In July, during the latest season of the network’s hit show Pretty Little Liars, the Freeform app streamed the most video of any TV network app.
Yale Insights talked to Tom Ascheim ’90, the president of Freeform, and Karey Burke, the network’s executive vice president for programming and development, about what it means to be a TV network in an age of digital disruption.
MARKETS TECHNOLOGY
In 2011, 18-24-year-old Americans were watching about 24 hours a week of traditional television—meaning broadcast or cable TV, whether live or time-shifted with a DVR. By 2016, that number had dropped to about 15 hours a week, according to a report from MarketingCharts.com. In fact, a Deloitte survey found that younger people are now spending more time watching streaming video than TV. The drop is less precipitous for older Americans. But with streaming services now in more than 50% of households, the trajectory for television is clear.
The target audience for the cable network Freeform—formerly known as ABC Family—is viewers aged 14 to 34, so the network is even more susceptible than most to a youth exodus from TV. But that audience also presents additional opportunities. According to a Freeform press release, the network’s programming was the topic of more than 300 million social media posts this past summer, more than any other TV network. In July, during the latest season of the network’s hit show Pretty Little Liars, the Freeform app streamed the most video of any TV network app.
Yale Insights talked to Tom Ascheim ’90, the president of Freeform, and Karey Burke, the network’s executive vice president for programming and development, about what it means to be a TV network in an age of digital disruption.
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