Cuarentena: 97 % consumió contenidos de TV (pero también de otros dispositivos)

Ariel Hajmi, CEO de Kantar IBOPE Media Argentina y Uruguay, presentó en un webinar para LATAM los detalles del estudio global “Dimensión”, realizado en ocho mercados

Ariel Hajmi, CEO de Kantar-IBOPE Media Argentina-Uruguay

El webinar estuvo dedicado a su estudio `Dimensión Media & Me´ que revela cómo el incremento del consumo de medios presenta oportunidades y desafíos para la industria en un mundo más personalizado.

 Según Ariel Hajmi, uno de los datos que reveló el estudio es que el consumo de TV creció en todos los países de la región un promedio de 30%, y particularmente en mercados como Argentina creció un 34% y en Perú un 57%.

“La TV lineal fue lo que más creció, pero en países donde hacemos mediciones cross media hubo un crecimiento del VOD, streaming y videos online y en algunos mercados se duplicó”, explicó.

El dato más fuerte es sobre el liderazgo de la TV ya que un 97% de la gente consumió contenidos a través de la TV como dispositivo, pero a la vez crece el consumo por medio de dispositivos conectados a Internet como el Smart TV o Mobile. En esta línea, casi un 74% ve contenidos de TV a través de plataformas online (live, catch up, VoD, entre otros) y un 83% consume videos online a través de la web o apps web.

Otro dato interesante es que el 44% de la gente está suscripta a dos servicios de streaming (que puede ser paga o gratuita), 18% está suscripta a tres y 7% a cuatro. Los más jóvenes son los más proclives a suscribirse a un sistema pago, mientras el 15% no suscribe a ninguna plataforma con los adultos mayores a la cabeza” señaló Hajmi

Con respecto a las marcas, solo el 8% de la gente considera que deberían dejar de comunicar en un contexto de pandemia. El resto considera importante estar en contacto con sus marcas.

Prensa Económica

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Cuarentena: 97 % consumió contenidos de TV (pero también de otros dispositivos)

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