Radamés Camargo, an analyst at the consultancy The Ciu, explained that the constant changes in the business model of streaming platforms such as Netflix have almost completely diluted their main difference with open television: advertising. And now both entertainment formats have become so similar that users are beginning to question whether paying for a subscription is worth it.
In addition, says the specialist, open television has begun to understand the need to combine formats for the presentation of its content. Several programs from some television stations can be consumed through social networks such as Tik Tok, in addition to the fact that they have opted for a greater sports bar with the broadcast of football matches, as well as reality shows.
“If they are going to charge you for watching commercials, it’s better to watch a program or movie where it’s free. And I think that companies have understood the advantage of it being free, in addition to evolving with new ways of showing their programming to reach more audiences. We see this with reality shows that are gaining more and more strength,” said the specialist.
These changes are becoming more and more noticeable. Previously, streaming platforms were the main medium, but now open television has become the preferred entertainment option for users, leaving behind the so-called “Over The Top” (OTT).
According to Nielsen data, as of June 2024, television audiences accounted for 51.6% and streaming audiences for 17.6% of total TV consumption. While in March, television accounted for 33% and streaming for 26.1%, which means that video-on-demand platforms are increasingly losing ground in audience preferences.
“Platforms practically invent any excuse to increase the prices of their services, and this means that only households with a higher socioeconomic level can afford this type of entertainment. As this happens, users will opt for a more affordable offering such as open television or even return to packages that offer pay TV,” warned Camargo.
