Impact of Streaming Services on Traditional Television Viewership and Advertising Avenue
Abstract
The rapid growth of streaming services has significantly impacted traditional television viewership and advertising avenues. This study aims to examine how the increasing popularity of platforms such as Netflix and Hulu have affected traditional TV consumption and advertising strategies. A survey was conducted among 230 university students from South Punjab using a self-administered questionnaire. The data were analyzed through correlation and regression analyses, along with reliability and validity tests. Results indicate that streaming service usage significantly reduces traditional TV viewership (r = -0.10, p = 0.001), with 48% of the variation explained by streaming habits. Additionally, personalized ads on streaming platforms were more effective than those on traditional TV, with 45% of ad engagement explained by streaming service preferences (β = 0.45, p = 0.015). The findings align with previous studies, confirming the shift toward streaming services and the increasing importance of personalized, engaging ads. However, the study's sample is limited to a specific demographic, and future research should explore a more diverse population and consider the impact of emerging technologies like virtual reality. Despite these limitations, the study underscores the growing influence of streaming services on media consumption and advertising strategies. Traditional TV networks and advertisers must adapt to these changes to remain competitive in an evolving media landscape.
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