On Jan. 16, RTL/Adconnect presented the 2019 TV/Video key facts at Eye Film Museum.
It was a look back over the past few years (with the latest survey date being 2018), in which no surprises were presented: linear TV viewing time shows a declining trend, but is still the leader within total video. By reporting various forms of non-linear TV (such as deferred viewing, Netflix and other OLV channels) you generally see growth in total viewing time, although the Netherlands is the odd duck in this. At the total video level, there is no growth in the Netherlands; the decline in linear viewing time is greater than online video can supplement. This is in contrast to, for example, the UK, where despite the decline in linear viewing time there is growth in total video time.
Holland is not a videoland
Even if we zoom in on absolute time spent on linear TV, the Netherlands is atypical within Europe. According to Mediametrie, the Dutch are the least watching linear TV consumers with 2 hours and 36 minutes. Hungarians are king-watchers with a whopping 4 hours and 40 minutes of reported linear viewing time (note: of course, each country has its own measurement method and unit).
The entirety of video viewing (linear or not) is still one of the most impactful ways to get consumers to take action. Where the impact also lasts the longest. However, the importance of creation does increase over time. Due to the fragmented attention of consumers (after all, we pick up our phones 213 times a day: so also while watching TV), a well thought-out creation that keeps up with trends and cultural differences is essential.
Linear vs. streaming
The shared global outlook to 2023 is that linear TV is stabilizing. And remains able to reach the majority of viewers. The other (online) video platforms (Netflix, Disney+, Videoland, etc.) continue to grow and eventually find a stable level that, RTL predicts, is below TV until 2023.
For the Netherlands, the main question is the extent to which consumers are willing to pay for the various subscription forms for TV: in addition to our TV and Netflix subscription, will we also subscribe to Disney+ and Amazon Prime? Not expected. It will be a combination of linear TV with one or two streaming services. The blockbusters on the other streaming services will be bingewatched with a trial subscription.
Future of video
TV is still the medium through which you can reach the most viewers with the broadcast of one spot in a cost-effective way. Also, in addition to the golden oldies such as Expeditie Robinson (19 years in the Netherlands), successful new programs such as Chateau Meiland are emerging that are managing to keep viewers glued to the tube.
Linear TV retains its right to exist because of the blockbusters, but online video is banging on the door and will start gaining viewing time ground. How long that lasts we will keep a sharp eye on for you.