Until now there’s been a big divide between mass market television and niche online video content. Certainly, some videos hit the mark and attract thousands of viewers, but not with the ongoing regularity of free to air television. Now these two worlds are converging. Connected TVs are allowing lounge room audiences to explore more content, denting the audiences of peak time television and boosting the opportunity for on-line content providers.
Before PayTV came along Aussies had a choice of five TV channels, accounting for 100 percent of viewing time. With so few channels TV advertising was such a scarce resource that it made sense to offer spots to the highest bidder.
Times have changed, of course, and those original five channels account for less than 60 percent of the total TV share (according to OzTam statistics), with the rest taken up with PayTV and new digital channels. TV, at last, is starting to offer niche audiences that can help advertisers target campaigns more effectively.