2020 was not, by any standard, a typical year. Even the linear television universe, a familiar and cyclical staple of media, saw its fair share of oddities. Halts in production of new and existing shows, delays in fall TV season premieres and an overall sense of time lost became realities as Americans were forced to recalibrate to spending more time at home for the good of public health and their communities. And in all likelihood, the atypical nature of the year will be profound enough to drive permanent shifts in consumer behavior, including media consumption. In fact, we’re already seeing them.
虽然这种行为转变主要涉及流媒体点播视频，但消费者仍将大部分电视时间花在直播和时移节目上。事实上，2020 年第二季度 18 岁及以上人群的直播和时移电视消费比上年平均每天增加了 4 分钟（达到 4 小时 8 分钟）。这使我们每天花在与电视连接的设备上的 1 小时 14 分钟时间相形见绌。
随着消费者调整自己的媒体习惯以适应他们的按需生活方式，对于节目制作人、广告商和制片厂来说，了解哪些节目类型能够吸引现场观众至关重要。重要的是，体育和新闻仍然是拥有大量直播观众的两大节目类型。这并不是说消费者不会在直播时观看其他节目，但消费者在观看其他类型节目时往往会更有选择性。最受欢迎的时移节目就是最好的证明，因为在这些节目中，绝大多数都是黄金时段的电视剧。
Importantly, consumers will always gravitate toward good content. And in light of shifting work schedules, we’re even seeing shifts in when consumers are watching TV, namely those who now primarily work from home. The growth in available streaming services has also showcased the value of library content—programming that stands the test of time and engages audiences well after the original air dates.
鉴于可供选择的媒体种类繁多，消费者很可能不会有无物可看或无物可参与的时候。而且，可供选择的内容越来越丰富，也促使消费者每天花在媒体上的时间越来越多。今年第二季度，18 岁及以上的消费者每天花在视频上的时间接近 6 小时，比去年同期增加了 35 分钟。为了充分利用这些时间，网络和广告商需要随时了解眼球在哪里以及何时观看。
