Sky Research Task

Pop Culture

Tomala White

Definition
According to Oxford Dictionaries
(2016) Pop Culture is defined as
Modern popular culture transmitted
via the mass media and aimed
particularly at younger people.
Fashion, music, and the iconography
of pop culture offers the perfect
medium for profit.
Tomala White

Are young people watching less TV?

According to the latest quarterly TV
viewing figures findings show that
youth as a whole are watching less
traditional TV (Marketing Charts.,
2015).

Tomala White

Looking at the latest Total Audience Report, the data

indicates that:
Teens (12-17) watched 17 hours of traditional TV per week,
an 11.5% drop year-over-year.
Age 25-34 watched 21 hours and 10 minutes per week, an
8.6% decrease year-over-year.
Age 35-49 watched 28 hours and 41 minutes per week, a
3.4% decrease year-over-year (1 hour per week).
Age 50-64 watched 39 hours and 21 minutes per week, flat
year-over-year (down only 2 minutes per week).
Age 65< watched 47 hours and 33 minutes per week, up 20
minutes per week from the previous year.
Tomala White

Marketing Charts
(2015)

Sky
Sky have invested heavily in ensuring
that viewers can get video on demand
(VOD) content on a huge number of
devices and platforms;
TV connected TV sets
set top boxes and apps
games consoles
mobiles
Sky websites
Tomala White

(Thinkbox.,
2015)

NOW TV
https://www.youtube.com/watch?v=wzzX74VsztE
Powered by Sky, this service provides users with instant access to
some of Skys most popular content.
Sky developed this to meet the needs and preferences of different
customer segments more effectively with a focus on commitmentfree behaviour.
NOW TV is currently available on PCs, laptops, Android and Apple
iOS smart devices, Xbox 360 and YouView set top boxes.
Broadcast spots featured in the linear broadcast stream of Sky
Movies channels will also be seen by the NOW TV audience
accessing through PC or laptops.
There is currently no advertising around or in on-demand content
on NOW TV. However, as users require a log-in and Sky ID, at
some point in the future, there may be the opportunity to
introduce targeting into NOW TV, using Skys AdSmart technology.
Tomala White

(Thinkbox.,
2015)

Sky Go
https://www.youtube.com/watch?v=pNTr6Y_532Q

An online TV service, which allows subscribers to watch a

selection of live and on-demand content through various
mobile devices, as well as PCs and Laptops.
There are currently over 40 live channels available,
encompassing Sky Sports (including Sky Sports F1), Sky
Movies, Sky Atlantic and a selection of other Entertainment,
Kids and Documentary channels.
Sky Go contains a range of TV shows available on demand as
well as an extensive movie catalogue. Whilst much of this
content is included in a Sky subscription, there is also an
option to rent movies from the Sky Store if you are using a
PC or Laptop, or Sky Go can be subscribed to as a
standalone product offering a range of packages
Tomala White

(Thinkbox.,
2015)

Sky On Demand
https://www.youtube.com/watch?v=rLMAwaOp2pk&list=PLr
f410XZSHK6oceYseyhXRxINWQJKYHrv

Skys broadband-delivered, on-demand service to

Sky+ boxes offers content from its own channels,
such as Sky1, Sky Movies and Sky Sports, as well
as partner channels, including The History
Channel, Nat Geo, BIO, Disney and Nickelodeon all available to be watched at any time.
The service is measured using SkyView and
currently experiences around 11 million
household programme views each month.
Tomala White

(Thinkbox.,
2015)

Conclusion
Although figures show that young people are
watching less broadcasted television. Sky over
a range of VOD services allow the younger
audiences to watch with a non commitment
behaviour on a range of different devices and
platforms.
In my opinion, the NOW TV and Sky On
Demand are a great way of maintaining a
younger audience. I, myself would use NOW TV
and Sky On Demand due to the accessibility
and wide range of television shows and movies.
Tomala White

References

Marketing Charts (2015) Are young people watching less

TV? [Online] Available from:
http://www.marketingcharts.com/television/are-young-peopl
e-watching-less-tv-24817/
[Accessed on: 28/02/2016].
Oxford Dictionaries (2016) pop culture [Online] Available
from:
http://www.oxforddictionaries.com/definition/english/pop-cul
ture
[Accessed on: 25/02/2016].
Thinkbox (2015) Broadcast VOD services [Online] Available
from:
https://www.thinkbox.tv/How-to-use-TV/VOD/Broadcaster-VO
D-services
[Accessed on 28/02/2016].
Tomala White