Media plays an essential role in our daily activities. At the workplace, we use our computers to send emails and organise data, all the while constantly connected to the internet. During work-breaks, switching to entertainment only requires the opening of a new tab.Often, a show will be paused at work, and played again when you get home and open your laptop. During our leisure time we do various things for entertainment, watch TV, listen to music, read a book or the newspaper or surf the net.
With the ease of access though, all these activities simply require multiple tabs to be open on your browser, versus relying on various mediums in the past. The television was the mainstay of family entertainment, but now users are migrating to a single screen that satisfies all their needs. The implications for broadcasters are tremendous.Although television has been the predominant medium in reaching mass audiences for the past several decades, some noteworthy trends have emerged in recent years concerning the competitiveness of television as a distribution channel.
Online streaming services, also known as Video on Demand or Over the Top (OTT) services are one of the fastest growing mediums in the entertainment industry, and audiences are changing their viewing habits for it.This quantitative study investigated using questionnaire based survey whether the use of Online streaming services SA1 has displaced television use; studying user preference for online consumption over traditional television.The findings of this research suggest that individuals are making a shift from watching traditional television to the online streaming services. Applying Rubin’s scale of motivations, the study found that key motivational factors that have resulted in this shift are:the ability to personalize viewing across devices, time, and locations, and the ability to , limit distractions like advertisements. The research found that Traditional television viewers aren’t just supplementing the traditional TV screen with the second screen. Many respondents were even found replacing their TVs completely with mobile and Internet-connected devices.
However, it was also found that the traditional television set still facilitates relaxation, entertainment, the ability to pass the time, and to socialise with companions. Keywords: Online streaming, television, television preferences, television audiences SA1Stick to one name for this.