Modern Entertainment Habits: What Advertisers Should Know

I can't remember the last time I turned on my TV to actually watch… TV.

You know, the kind of TV that has programming and ads you can't skip. In that area, my life is completely taken over by Netflix, Disney+, and other streaming services that let me watch what I want when I want (and with as many breaks as I want).

But when speaking with brands, I see that in a lot of cases, the largest portion of their ad budgets are still going towards broadcast TV. It made me wonder if my TV habits—or lack thereof—are unique or how much they reflect a bigger trend.

Is TV still the reigning king of the media landscape? And if not, where should advertisers be focusing their ad dollars instead?

Let's dive in and find out!

Is broadcast TV dying?

The short answer is – not really.

Sure, it'd be more exciting to say that live TV is on its last legs, but the truth is, plenty of people are still watching it and seeing the ads. Even though my Netflix habit suggests people are moving away from traditional TV, broadcast TV isn’t dead yet, and it’s unclear if it ever will be.

Check out this graph showing how the usage of broadcast TV versus online TV/streaming has evolved since 2013. While streaming has definitely surged, the overall picture shows that broadcast TV is still very much in the game and continues to capture the bigger chunk of viewers.

What's more, according to GWI research, a significant number of consumers (31%) still say they're more likely to discover new products through TV ads. In comparison, only 17% say the same about pre-roll ads online.

This means that, for now, broadcast TV isn't going anywhere. However, advertisers need to be strategic and diversify their ad spend to make the most impact across different platforms.

This shift in habits (and, accordingly, in ad spend) isn’t just about the rise of streaming services; it’s also about people finding alternative ways to entertain themselves. Younger audiences, in particular, are leading this change, as they prefer more interactive and engaging activities over traditional TV.

So what other online activities are people engaged in, apart from linear TV and streaming?

How people spend their time online

The way we spend our time online has changed dramatically over the past decade, and it's fascinating to see where people are gravitating. Social media is a major player, and it's not just about keeping up with friends anymore.

Now, people use social media for entertainment and, for the younger crowd, discovering new brands. According to GWI, 28% of Gen Z finds new products through social media ads, while this method doesn’t even make the top three for baby boomers.

Gaming has also blown up as a major online activity. With mobile games and esports on the rise, more and more people are spending their time playing games each year. This shift shows that people want more engaging and interactive entertainment beyond just traditional media.

What brands need to know is that whatever people are doing online, they’re doing it on their phones. Newzoo reports that except for broadcast and OTT TV, most online activities are happening on mobile. So, if brands want to keep up, they need to go mobile-first to connect with their audience.

Whenever you’re trying out new channels, you’ve got to think about the mobile experience. For some channels, like podcasts, it's not as crucial. But for gaming, it's a whole different story.

It’s easy to picture gamers as folks with expensive consoles, but the reality is that mobile gaming is where it’s at. Mobile is the most popular way to game, and it brings in way more revenue compared to other segments.

So, in a nutshell, if you're looking to tap into the gaming audience, make sure your approach is mobile-friendly!

One is not enough

Given the variety of ways people now spend their time online, it’s not as simple as putting all your marketing budget into one channel. But apart from the fractured way people spend time, there's another compelling reason.

Nowadays people are doing what's called second-screening. In the beginning of this article I mentioned watching Netflix and Disney+. What I didn't mention is that while I'm watching it, I'm also very likely scrolling through my phone or, even more likely, playing Candy Crush.

And I'm not just a blip. 86% of internet users user another device while watching TV, with mobile being the most popular choice.

So even when our TV screens are on, we're not always paying attention. And, as I've mentioned a lot of times already, attention is what really matters in advertising. Without it, you're just throwing away your ad budget.

This means that in addition to broadcast TV and streaming, you need to think about advertising on the channels that people use on their second screens. Luckily, there's plenty of research that shows where consumers are putting their attention, with chatting, social media, and gaming taking the biggest chunks.

So whenever you're planning your media distribution, take into account not just the fragmented channels people use, but also their fragmented attention. It's not enough to be where consumers are. You also need to spark interest in them.

Let's get going!

It's clear that how we spend our time online is changing fast. With the rise of social media, short-form videos, and gaming, people are spreading their attention across multiple platforms and devices.

This shift means advertisers can't just stick to one channel if they want to reach their audience effectively. It's all about being where your audience is and engaging them in ways that match their new habits. Understanding these changes and embracing a multi-channel approach can help brands stay relevant and connect with their audience in a more meaningful way.

So, whether it's through an eye-catching Instagram campaign, a viral TikTok video, or an engaging in-game ad, the key is to be versatile and creative. By doing so, advertisers can make the most of these new trends and ensure their messages are seen and heard in a crowded digital space.

Thanks for reading. If you want to chat to me directly about mobile in-game ads and how to get them work for your brand, don't hesitate to reach out in DMs or in the comments.

See you in 2 weeks!