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TV Data Insights

Mobile Video Consumption Trends and Implications for Brands

Last month, IAB developed an interesting infographic on mobile video trends. While much of the data was predictable, there were a few points that we wanted to expand on: Twenty percent of users in the US consume long-form content on mobile devices: Given the proliferation of devices and the unshackling of content, it is no surprise that people are viewing more video content on mobile devices. However, what we found interesting is it’s more long form TV than movie content[…]

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TV Data Insights

OTT players vs Netflix: Why it will still be Netflix’s game in 2018

Recently, there was an article citing that Netflix will fall from 85 percent to 50 percent of the market in 2018, yielding ground to the various OTT players that are popping up with regularity.   Alphonso does not contest the fact that the market will get crowded. However, we do not think that Netflix will lose its preeminent position and lose a chunk of the market by 2018. There are several reasons why we don’t think this[…]

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TV Data Insights

Linear TV Audience Down 15% Year Over Year

It is mid-2015 and TV is shaking up like never before. Content is being unlocked. Tablets, phablets and mobile devices proliferate and saturate the market. Consumer demands of what they want to watch, where they want to watch, when they want to watch, and how they want to watch is being fulfilled like never before. The winds of change are blowing hard. Alphonso looked at the massive data set we have accumulated over the past[…]

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TV Data Insights

The Rule of Thumb. Maybe?

Let’s go back to Advertising 101. If it’s good content, there will be relevance. If there is relevance then engagement follows. All in an ideal world, of course. But how do you measure that engagement?  Or this considered viewability? Does the “opportunity to see” define the advertising impact and thus engagement? With brands asking for measurable data on where their money is spent and the forever fleeting landscape of the screen, the viewability standard is[…]

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