Cable Must Embrace Binge Viewing, Better User Experiences, Study Finds

The rise of Netflix and Hulu and the ever expanding array of smartphones, tablets and mobile devices means that television viewers demand access to their favorite programs whenever, however and wherever they want. This has led to a dramatic shift in the power dynamic -- now consumers, not creators, are driving the television industry. In particular, binge viewing is having a profound impact on the business. It demands that companies do a better job of measuring viewership and personalizing programming, according to a new study on the future of television by EY (formerly Ernst & Young).

The use of mobile devices and streaming technology has substantially increased television consumption, meaning that Americans are never far from some sort of screen, Howard Bass, leader of EY’s Global Media & Entertainment Advisory Services, said. “We need better ways to measure viewing,” he said. These tectonic shifts in viewership are also requiring that television companies figure out new and more innovative ways to engage with viewers during live events such as the Super Bowl and the Oscars through the use of social media. There’s ample evidence to suggest that companies that incorporate Facebook and Twitter into their programs and promotional efforts benefit. Advertisers such as Pepsi, have seen users report a strong intent to purchase their drinks when they push out tweets targeted to people that saw their television commercials, and Nielsen data suggests that strong social media campaigns can lift the ratings for 29 percent of shows.