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Media Future of TV News

When it comes to watching favorite shows, viewers prefer to go it alone


By Adam Flomenbaum | Co-Executive Editor

January 5, 2017 | 2 min read

People love discussing their favorite shows with friends and significant others, but research recently released by Clusters, a quantitative market research and segmentation agency, shows that audiences prefer to watch their favorite shows alone. 48 per cent of viewers prefer to watch their favorite shows this way, while 31 per cent watch with their partner and 17 per cent watch with the whole family.



“What’s interesting here is that watching TV alone was the most popular answer across the majority of viewer segments,” said Chris Cowan, managing director of Clusters. “A lot of people tend to think that older adults are traditionalists and like to enjoy programmes together, or that the younger generation is tech savvy and therefore more likely to hide away and stream through their personal devices but this simply isn’t the case and it’s outdated to group people in that way.”

Two trends driving these results: an increase in available programming (thus creating more fragmented and targeted audiences) and an increase in household devices.

“I would never go as far as saying we are about to see the death of generic TV and genres such as ‘light entertainment’ but I expect we’ll continue to see a decline in this type of programming,” said Cowan. “If broadcasters know they’re appealing to individuals, it means there’s now more value in niche genres rather than trying to appeal to all.”

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