TV Viewing Trends: The Rise of On-Demand, Boxsets and Must-See Content

The way audiences watch television continues to evolve. Viewers increasingly expect greater choice, flexibility and control over when they watch their favourite programmes.

But this doesn't mean television is becoming less important. Instead, TV is expanding beyond the traditional schedule, creating new viewing habits and new opportunities for advertisers.

The Continued Growth of On-Demand Viewing

Waiting for a favourite programme to be broadcast at a specific time is no longer the only option.

On-demand services such as Sky On Demand allow audiences to choose what they want to watch at a time that suits them.

For advertisers, this creates additional opportunities to reach viewers around premium content outside the traditional linear TV schedule.

It also means brands need to think beyond individual channels and consider how audiences move between live TV, on-demand programming and connected viewing.

Stacked Boxsets Keep Audiences Watching

The popularity of boxsets has transformed the way many people consume television.

Rather than waiting a week for the next episode, viewers can immerse themselves in an entire series, often watching several episodes in succession.

This creates valuable viewing occasions for advertisers.

When someone is invested in a programme, they are intentionally spending time within that content environment. For brands, this provides an opportunity to reach audiences during highly engaged viewing sessions.

Must-See VOD Creates Premium Advertising Moments

The programmes everyone is talking about don't necessarily have to be watched at the exact moment they're broadcast.

Must-see VOD allows audiences to discover and catch up with major dramas, entertainment and other premium programming on their own schedule.

This extends the life of successful television content and creates additional opportunities for advertisers beyond the original transmission.

A major programme can generate attention when it first airs and continue attracting audiences through on-demand viewing for days or weeks afterwards.

Audience Targeting Is Becoming More Important

As television becomes increasingly connected and data-driven, advertisers have more opportunities to think about who they want to reach, rather than simply which programme they want to advertise around.

Depending on the advertising product, campaigns can potentially use factors such as demographics, location, interests, household characteristics and viewing behaviour to improve audience relevance.

This brings television closer to the audience-led approach many marketers already understand from digital advertising.

Linear TV Still Has an Important Role

The growth of on-demand doesn't mean the end of scheduled television.

Live sport, breaking news, major entertainment programmes and cultural events can still attract substantial audiences at the same moment.

The opportunity for advertisers is therefore not necessarily to choose between linear and on-demand.

Use linear TV for powerful shared viewing moments and broad reach. Use VOD to extend that reach and connect with audiences watching on their own terms.

Together, they can form a stronger total-video strategy.

Start Building TV Into Your Advertising Budget

For brands accustomed to putting the majority of their advertising budget into Meta, Google and other digital platforms, changing television habits create an opportunity to diversify.

TV advertising can help introduce your business to new audiences, build recognition and create demand that your existing performance channels can subsequently capture.

As you plan your next advertising budget, consider allocating part of it to TV, VOD and connected viewing environments.

Your customers are already watching.

The opportunity is to make sure they're also seeing your brand.