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Streaming service boom brings ‘new life’ to traditional TV: broadcasters
Traditional TV broadcaster still has a slight competitive edge over booming streaming platforms despite the latter’s seemingly unstoppable upheaval, Indonesian private television station players predict, based on a new study from Nielsen.
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This file illustration photo taken on July 24, 2019 shows the logo of the United States Online Streaming Amazon Prime Video application on the screen of a tablet in Paris. (AFP/Martin Bureau)
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traditional TV broadcaster still has a slight competitive edge over booming streaming platforms despite the latter’s seemingly unstoppable upheaval, Indonesian private television station players predict, based on a new study from Nielsen.
Entitled “Streaming Content Ratings”, the study finds that mobile streaming reaches more than 80 percent of Indonesian TV audience and is watched for nine hours per month where “heavy users” even touch 28 hours per month. It is noteworthy that, however significant, the consumption figure is still way below that of TV’s, which extended to 80 hours per month on average.
Nevertheless, the report indicates a shift in the status quo considering how from the third quarter of 2019 to 2022, TV’s reach is decreasing by nearly 10 percent, whereas the internet’s jumped by more than 20 percent.
“Distribution to whatever platform there is, is important for [linear] TV survival. […] With diversifying our platforms, people can still watch TV through other media,” said Neil Tobing, vice chairman of Indonesian Private Television Station Association to The Jakarta Post, on Tuesday.
Neil explained that a TV station converging with over-the-top (OTT) services is logical due to how internet platforms are more easily accessible than traditional TV, given how OTT only needs internet access that has more use cases than just watching, vis-à-vis TV infrastructure.
Currently, Neil revealed, traditional televisions were only available in limited places, namely the capital of the provinces and its satellite cities, which only amounted to around 70 cities.
However, Neil reiterated that this research was a product Nielsen tries to sell; therefore, skepticism in viewing the data was advised. He pointed out that in terms of viewing hours, traditional TV viewing was now far below streaming platforms, according to studies from a handful of market researchers.
