The Changing Role of Television: From Broad Reach to Targeted Viewing
Television remains relevant but its role has changed dramatically. Free-to-air (FTA) television is no longer a strong differentiator, with NEOs viewing it similarly to Traditionals. Instead, the value lies in carefully selecting specific programs and segments that align with NEO values and interests.
On the other hand, subscription-based streaming services (like Netflix, Stan, and others) present new ways to engage NEOs. These services cater to the individualistic, exploratory nature of NEOs who prefer tailored content. Brands can leverage these platforms by sponsoring niche programs or creating branded content that seamlessly integrates into the streaming experience. For example, collaborating with a streaming service to create a mini-documentary series focused on sustainability or innovation could significantly resonate with NEOs.