According to analyst Tony Wible of Janney Montgomery Scott, online streaming of television once helped network TV’s overall ratings, but no longer.
Wible suggests that we’re seeing a peak and perhaps even the start of a decline in benefit for network TV to stream its content online.
“Investors need to look at a broader set of metrics as they evaluate the impact of new technology adoption,” he says, noting that the data “is not reflective of current trends in the broader population but rather is a tool that helps us find harbingers for future trends.”
Wible indicates that the biggest surprise in his data revolves around broadband content usage, including Netflix, Amazon and others. “Users of broadband services watched 1 percent more TV in aggregate when looking at C3 ratings,” explains The Hollywood Reporter.
“Industry ratings may have been weaker for a longer period but were masked by a rapidly growing over-the-top sub base,” according to Wible. “The growth in over-the-top subs is now slowing, and the ratings benefit is moderating… This could be a sign that over-the-top subs are starting to migrate online, cannibalizing the networks they once helped.”
According to analyst Tony Wible of Janney Montgomery Scott, online streaming of television once helped network TV’s overall ratings, but no longer.
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