‘Social yet separate’ viewing. Is this the new normal for content consumption?
Audiences are increasingly engaging in ‘social yet separate’ viewing where members of the same household watch different content whilst in the same room. The TV screen in the front room is no longer the sole hub for all content and hasn’t been for some time. But that doesn’t mean that households aren’t still watching ‘together’. It’s just that the definition of ’together’ is shifting somewhat.
In a world of time-poor and highly demanding audiences with seemingly endless content choices, there’s an increasing drive for curation and personalisation. Audiences are no longer prepared to compromise their viewing and don’t want to waste time watching content they won’t enjoy. This is pushing them to be more discerning in the ways they choose and watch content. TV, film, YouTube and social media are now device-agnostic meaning content consumption is more flexible than ever before. This has prompted a growing trend for ‘social yet separate’ viewing where members of the same household watch different content whilst sitting in the same room.
Whilst there might be a perception of households viewing their favourite content in isolation, locked away in their own spaces where they can watch in peace, the reality isn’t as clear-cut. In 2018, Childwise indicated that a tipping point had been passed and that 5-16 year olds are now more likely to watch programmes and videos on devices such as laptops and mobile phones instead of TV screens. [1] Evidently, the TV screen is no longer the centre of content consumption in the house. Now there are several nodes in a larger network of devices and platforms which move around the home with viewers.
So how does this ‘social yet separate trend’ play out in a typical family?
Over the summer, Magenta conducted digital ethnography with audiences across the country to understand how content consumption is changing. In our research, we spoke with the Johnson family about how they regularly watch different types of content in the same room. During the typical week, each family member watches content according to personal preference and so ‘separate’ is the way forward: Mum Jane likes to binge-watch a Netflix series on her iPad with headphones whilst husband Michael watches live sport on the TV. Meanwhile, daughter Allie likes to sing along and dance to musical soundtracks on YouTube and regularly brings her laptop into the living room to share the experience with the rest of the family. Son Sam watches short-form content on his phone whilst around his family but when he wants to watch a film or documentary he will often FaceTime his girlfriend so they can watch at the same time. This joint viewing via FaceTime provides a social context especially against a backdrop of more families spending time at home due to Covid-19 restrictions.
Interestingly, the rise of separate viewing makes the collective viewing occasions, where the whole family watches one programme, feel more special because it delivers an opportunity to bond and feel connected. We reserve shared viewing of the same content for stand-out shows such as ‘Peaky Blinders’ or ‘Line of Duty’ or appointment-to-view occasions such as watching ‘The Voice’ or ‘Strictly Come Dancing’ together on a Saturday evening. These collective viewing occasions provide the same connection and engagement as big family meals eaten together, which also no longer happen as often as parents would like, but when they do happen they are deeply appreciated.
What does this mean in terms of the future of content consumption?
This example of disparate viewing shows us the complexity of content consumption in 2020. With so many options to choose from, individuals can tailor what they watch to their preferences in any room of the house. Long gone are the days where families argued over control of the TV remote. Now, each member of the family has their own device for watching content over which they have full autonomy. It’s now less about controlling one remote and more about having multiple remotes that provide access to content tailored to you.
So what does this mean for content providers?
Live terrestrial viewing still has an important role to play in audiences’ content consumption. The ‘shared social’ occasion is still happening and an important time for bonding and connecting, especially within family settings. Whether it’s light entertainment or standout British dramas, these appointment-to-view shows should be heroed by content providers to deliver powerful and memorable viewing experiences.
Short-form content should be prioritised and placed front and centre of VOD platforms for younger audiences. With decreasing attention spans and growing demand for instant reward from Gen Z viewers, short-form is the way forward to capture younger audiences. The TikTok effect is influencing TV viewing habits too and is encouraging a preference for shorter episodes which can easily fit around other responsibilities and content consumption.
Allowing viewers to browse by mood and shared versus solo viewing will help to deliver an exceptional user experience on VOD. To capture audiences in the moment, content providers need to reflect the evolving needs and behaviours of viewers, whether they are individuals, families or housemates. As personalisation takes over, audiences are still craving connection and shared experiences and there is opportunity for (S)VOD services to make categories and recommendations that cater to a broader variety of viewing occasions.
This is just some of the insight from Magenta’s recent study into content choice and consumption in 2020. If you’d like to hear more of our findings please get in touch.
[1] BBC News – The end of watching TV as a family https://www.bbc.co.uk/news/education-42887044
