Many substantial changes in the digital media environment provide an excellent opportunity for viewers to retrieve the programs and content through the Television set at any time and become independent from the programs that linear TV offers. Linear programming and its redemption have allowed viewers to record their favorites easily.
Television has transformed digital technology and the Internet. Traditional TV fetches enough revenue and shares ad revenue across all other media forms. Online video is growing complementarily to TV advertising. There is also a change in viewing behavior with the rise of digital technologies and mobile video consumption rates.
The adoption of smartphones and 4G technology has significantly influenced traditional TV viewing. The video distribution was moved toward high-quality output.
Linear TV
Live Television, watched per schedule in contrast with pre-recorded Television, or VOD, is called linear Television. The linear TV is just a traditional television viewing.
Today, we have many options to watch video content; most people use different online media and VODs to view the content.
However, traditional or linear TV had high demand and was gaining revenue worldwide. Many countries still prefer this TV instead of other ways for watching their favorite programs.
The advent of digital transmission
The global broadcasting sector was developed in a mixed economy, and companies generated revenue through advertising, subscription fees, and public payments.
The broadcasters are getting funds from these three ways by aiming to transmit their broadcasts to a more significant number of people.
TV channels also increased, leading to fragmented media viewing based on their interest. Pay TV continues to grow and penetrate the existing markets.
Though there are many other options to watch the television network, people are habituated to catch the remote and comfortably watch their favorite live shows.
Global overview of the Pay TV sector
The broadcasting industries were emerging, and Pay TV was still accounting for significant revenue to a great proportion from different countries across the globe.
Between 2009 and 2014, global pay TV revenues increased with a 7.5 % CAGR rate.
The global Pay TV was still growing in 2017. Middle East, Africa, and South America are the top Pay TV viewers, and it was expected to be increased.
North America is the biggest Pay TV user, and the CAGR rates increased by 8 percent in 2017 and are projected to increase in the future,
Linear TV in the context of Advertising
Since the last five years, the rise of mobile and online has been characterized by advertisers. The new papers and magazines have lost their importance and hence declined. The CAGR rates have gone down annually.
This is due to the rise in interactive advertising. However, TV advertising is still in a stable state.
It is driven primarily by the economic factors. The brand advertisers are loyal to the medium and still use traditional Television for their marketing goals.
In 2014, television advertising revenue reached 155.4 billion globally and remained the most significant advertising medium.
Television remains its share of 40 percent of the total advertising revenue after the advent of social media and online advertising.
Traditional Television platforms
The terrestrial TV services depend upon the transmission towers and go with the signal through VHF or UHF. They are typically reserved for the short range of communication and are restricted to going far, making them ideal for TV and radio broadcasting usage.
However, the careful management of the geographical borders as the national broadcast may interfere with one another and hence require the transmission towers.
Cable TV services are the first non-terrestrial medium, depending on different transmission methods. Operators with no two-way systems rely on the DTH and OTT to satisfy the customers.
Online vs. linear TV
Though online Television is always a buzz, linear TV still has stronger roots and captures the daily viewing time than online Television.
Linear TV is not dying.
Many think online TV has crushed traditional or linear television viewing and might impact younger viewers by showing fatal activity. However, this is not valid.
The daily TV watching was steady, and online programming was matched and captured the increasing amount of time, and it is clear that it is still emerging.
Younger people prefer online TV.
The age groups between 16 and 24 years watch more online than linear TV. They are monitoring at least one hour on average.
Regarding age-based, the above age groups actively watch online TV instead of Linear TV shows.
People in the US and UK are still in love with linear TV. They have an excellent range of OTT services. They have a higher proportion of internet users in older groups.
VPNs are one of the linear TV trends.
The VPN and proxy servers help the audience go around the world and broadcast where they can access the content unavailable in their country.
This trend has become a significant implication for content providers. The usage of VPNs varies from country to country.
People have connected with linear TV for years and are habituated to the same excitement for their favorite shows in a planned way. With the advent of set-up boxes and recording technology, linear TV viewers are still attached and have increased their watching time.
However, the young generation likes to be more portable and access the TV online instead of choosing and waiting for the programs to be broadcasted per the schedule of linear TV in general.
Television consumption rates vary across the globe, and it is clear that linear TV is still ruling the space than online TV today.
What precisely does Linear TV mean?
A Linear TV is a traditional television that offers scheduled programs for viewers. The viewer has to watch a particular show at a specific time.
Let us go through things more profound about linear TV.
Linear TV Vs. On-demand TV
Linear TV is what we have already connected for years, and it stands as a pillar, though we have fast internet speeds and can access the on-demand content online.
People love to watch significant events on TV.
People still love watching more significant events like interactive shows, sports, and news on Television rather than the Internet. People love the real-time experience and love to watch and discuss the same that happened on the Television. It indicates that linear TV does not die and is still active and alive in the future.
Older people’s choice
The majority of linear TV viewers are aged around 36 to 64. They do not know how to deal technically to watch the on-demand content online. Hence, they love watching all TV shows rather than online on-demand content.
On-demand TV
The on-demand TV is the pre-recorded and own schedule TV, which you can access through some Internet applications. This TV can be accessed in your free time without bothering about the scheduled programs.
21st-century trend
On-demand TV is trending; gadgets like chrome cast, smart TVs, Augmented reality, etc., catch everyone’s eye in one shot and allow people to personalize.
Linear TV Vs. OTT
Over-the-top content is used in broadcasting and tech-related reporting, which refers to the media transmitted to the people via the Internet without multi-cable operators and satellite systems.
Low price
OTT offers low monthly pricing, which starts from $5, along with the content on YouTube and Hulu. It just needs installation on your laptop or mobile. There will be a wide choice that offers the original programming, just like cable TV.
Compared to the OTT with linear Television, quality is the main con. The quality of services mainly depends upon the speed of the internet connection. You need to pay for an internet connection and the OTT charges, whereas linear TV offers real-time high-definition programs at minimal cost.
What is Linear Video consumption?
The time spent by the viewers on TV programs other than IPTV, VOD, and OTT services per day and the viewing behavior calculates the total linear video consumption rates. People aged between 36 to 65 years are watching linear TV daily. They said that they love watching real-time content rather than pre-recorded content.
More than 60 percent of people in the US like to watch linear TV in four categories: sports, live shows, reality shows, and news-related content.
Linear TV advertising and streaming
Linear TV advertising targets people based on their location and geographical target. Marketers already follow more precise targeting ways to advertise and brand their products or services. The TV commercials are still ruling the advertising world and getting a considerable response in the total sales after the campaigns.
Linear TV advertising costs are based on the program, time, and many other factors, and analytics is the most significant weak point in linear TV advertising.
Finally, Linear TV is competing more with the other service providers irrespective of the way and type of services they offer to the people. It does not die, and it will also mean a lot to the people in the future.
Finally, Linear TV is not much affected by online TV viewing and is still steady in its growth.
