Horizon's EVP, Chief Investment Officer David Campanelli on the 2023 TV upfronts.
As new streaming services continue to enter the marketplace, people have a wider variety of content options and ways to “Watch TV. ” With what and how people can watch becoming more varied and complex, we wanted to understand how people are responding to these different options, both on a practical and emotional level.
Horizon Media conducted an online survey to better understand:
- Overall awareness, perception, and usage of a variety of entertainment brands
- What is important to them in making decisions about entertainment options
- How different brands fare on what’s important
- Whether and how much the increasing number of options represents a zero-sum game
Important Notes Regarding COVID-19:
The initial February survey was conducted prior to the Coronavirus pandemic in the United States required people to stay at home, but our conclusion is that it is still an accurate representation of how people perceive entertainment brands and their entertainment options. In addition, in May 2020, Horizon Media fielded a follow up study to understand the impact of COVID-19 on what we learned previously. The impact of COVID-19 is addressed at the end of the report.
Click ‘Download PDF’ below to access the full report.