Connected TV: Rewriting the Rules of Viewer Engagement

The Viewing Revolution: Beyond Linear Television

Remember when TV meant sitting in front of a box at a specific time?

Those days are over.

The New Viewing Reality

• Streaming households have eclipsed pay-TV households
• 60% of people now define TV to include streaming services
• 3 in 4 viewers want personal, relevant content

The Three Pillars of Connected TV Transformation

1. Viewer Control is King

Old Model: Networks dictate what you watch
New Reality: Viewers choose their content, when and how they want it

Key Insights

• Personal preference trumps production value
• Viewers want:
  • Choice
  • Flexibility
  • Relevance

2. The Shared Viewing Experience

Beyond Individual Consumption

Community Viewing Statistics

• 57% watch YouTube on TV with others
• 79% feel deeper connections while co-viewing
• 75% build viewing routines around streaming

Profound Shift: From isolated viewing to collective experience

3. Digital Platforms: The New Growth Engine

Streaming Landscape

• 5 apps = 80% of connected TV viewing
• 2 apps sell advertising
• YouTube leads with 40% of U.S. watch time

Strategic Opportunities for Brands

Reimagining Advertising

• Personalize ads at scale
• Use video ad sequencing
• Create interactive experiences
• Drive meaningful audience connections

Tactical Approach

1. Understand Audience Preferences
   • Go where growth happens
   • Track evolving viewing habits
2. Create Contextual Content
   • Design for shared experiences
   • Prioritize personal relevance
3. Embrace Platform Diversity
   • Don’t rely on single channel
   • Develop cross-platform strategies

Warning: Adapt or Get Left Behind

The Stakes:

• Miss this transition = 10 years behind competitors
• Viewers won’t return to traditional models

Actionable Recommendations

For Marketers

• Invest aggressively in streaming
• Develop platform-specific creative
• Measure beyond traditional metrics

For Content Creators

• Design for shared viewing
• Create content that sparks conversation
• Understand community dynamics

The Future of Viewer Engagement

Connected TV isn’t just a technology shift. It’s a fundamental reimagining of how we:

• Consume content
• Connect with others
• Experience storytelling

Your Transformation Checklist

1. Audit current media strategy
2. Explore streaming platform capabilities
3. Develop cross-platform creative
4. Measure community engagement
5. Iterate continuously

The Fundamental Truth

The most successful brands won’t just advertise on connected TV.

They’ll create experiences through connected TV.

Are you ready to rewrite the rules?

Contact Dorrington Media today to find out more.