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State of the Screens

487 Original Programs Aired in 2017. Bet You Didn’t Watch Them All.

By January 16, 2018No Comments

Scripted original series by year (% growth YoY):
1) 2009–210
2) 2010–216 (↑ 3%)
3) 2011–266 (↑ 23%)
4) 2012–288 (↑ 8%)
5) 2013–349 (↑ 21%)
6) 2014–389 (↑ 11%)
7) 2015–421 (↑ 8%)
8) 2016–455 (↑ 8%)
9) 2017–487 (↑ 7%)

Why does this matter? People are watching more video than ever it is just occurring on more screens and shows. Theadvertiser now has to purchase inventory across many screens/shows to reach their target audience.

Flashback. Media Use: Smartphones Up, TV Down — With TV Viewers Growing More Selective

% of viewers reached through one primetime spot on each of the big 3 networks:
1) 35 years ago: ≈ 100%
2) Today: 5%

An advertiser would have to buy ads on 135 different TV networks today to equal the reach from major networks 35 years ago!

More. Charter taps TV veteran to lead original content push

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.