Over the last decade, television has changed beyond recognition. Significant technological advancements have helped to achieve milestone developments such as multichannel TV and digital broadcast, high definition, 3D, on demand, and most recently, new ways for consumers to watch television content through a multitude of connected devices and screens. The consequences of these changes have impacted how and where audiences can access television content – things which have remained largely static until recently.
The most recent evolutionary shift in television, however, has been different: a shift not in where audiences access content, but a shift in what audiences do while they are watching television, brought about by the arrival and proliferation of connected, ‘second screen’ devices.
Decipher and Red Bee Media investigated this change through a research study conducted among both consumers and media industry experts across the UK. We explored the definitions and dynamics of the second screen landscape, assessed audience demand for synchronised, companion experiences, and revealed the opportunities and challenges afforded by the second screen for content creators, broadcasters, platforms and advertisers.
