Brazil: the TV has never been better than now – AIR-IAB

We saw how rapidly and radically the TV redefined itself. In the midst of all this change, we realize that television is now consumed more than ever. What we need is to redefine our understanding of television”, said Senior Vice President of Consumer Insights and Data Innovation of VIMN, Christian Kurz.

AIR-IAB:

For 66% of Brazilians, the “TV has never been so good”, as the new research from TV Re [Defined] of Viacom International Media Networks shows. The company surveyed 10,500 people from 6 to 34 years old in 14 different countries, including Brazil. The study shows how people watch television today and investigates the world of TV and individual screens.

According to Viacom, today Brazilians have an average of five devices (tablets, smart phones, computers, laptop, game console, Smart TV, etc.) and use an average of five sources of access to content (broadcast TV, VOD operator sites Free web videos and applications TV channels). The number of devices and sources of access to content is similar among countries.

Content is the most important aspect for TV viewers, and the easiness of access to content in different ways generates a greater commitment to television.

“Within a short while, content became available at any time, anywhere, opening infinite possibilities for viewers.

We saw how rapidly and radically the TV redefined itself. In the midst of all this change, we realize that television is now consumed more than ever. What we need is to redefine our understanding of television”, said Senior Vice President of Consumer Insights and Data Innovation of VIMN, Christian Kurz.

“Viacom, besides being one of the world’s largest producers of content, is also one of the companies that invest in research with the clear aim of developing brands, products and contents that connect with their audience in a relevant , unique and efficient way”, says Raul Costa, CEO of Viacom in Brazil.

The survey also shows that VOD and subscription VOD services are redefining the TV. According to Viacom, the services that offer TV VOD content can be extremely competitive if they continue providing viewers access to good content in an easy and innovative way. The study shows that 51% prefer to watch TV “when” they want instead of “where” and “how”. In Brazil, this percentage is 47%.

Source: ABERT

 

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