According to metrics provider Nielsen, the number of Internet-only TV homes is growing – up 22.8% from 3Q 2010 to 3Q 2011. The report said:
It is too soon to determine whether these households are so-called “cord-swappers”– swapping the cable/satellite TV cord for the broadband Internet cord – but they are growing faster than any other segment of the “cross-platform” television marketplace.
Another wrinkle in this great TV transition is the use of gaming consoles as devices for watching online content via TVs. According to this report, the practice has “tripled in popularity since 2009.” And it’s no surprise that the so-called “Millennial” generation (approximately ages 14-28) is leading the way.
The challenge – and it’s a big one – for digital marketers and analytics teams is to ensure their tracking systems can follow viewers and users as they interact with content across different devices and platforms.
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