TVRev‘s Alan Wolk cautions TV researchers, and those who are calling TV “dead” to consider a new definition of “TV.”
Wolk argues that because researchers’ definition of “TV” is continually evolving, it is difficult to obtain actionable quantitative data. The focus is on the actual means to deliver the content to the viewer rather than the content itself.
Unnecessary distinctions are made between content provided by the major players, Amazon, Hulu, and Netflix, since “what those platforms are showing is still television,” in the traditional long form sense.
“The fact that more and more television will be delivered in a time-shifted manner via digital devices also speaks to the need to make sure that we’re calling TV “TV”. It’s easy to show the decline of television by focusing on the falling number of viewers watching linear television, but as our friend Innovid’s Tal Chalozin pointed out earlier this week, it’s not that TV is failing, it’s just changing and adapting.”
This discrepancy is still an opportunity for advertisers, because once the data that is available is analyzed, it shows that people are still “watching a whole lot of television,” just not in the traditional sense.