By Camren Willis, Lorena Galindo, and Chester Clark
As streaming platforms continue to disrupt traditional media, understanding their impact on TV viewership has become a key area of interest in communication studies. Our team interviewed Cerise Valenzuela Metcalf, a communications scholar, to discuss her perspective on this cultural shift. Our conversation focused on how streaming services are reshaping ratings, viewer demographics, and strategies for attracting and retaining audiences across generations.
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Breaking Down the Impact of Streaming Platforms
We began by asking Cerise about the overall impact of streaming on traditional TV ratings and revenue. Although this isn’t her primary research area, Cerise shared insightful perspectives on why streaming has taken such a strong hold over traditional viewing methods. With streaming platforms offering on-demand, customizable content, audiences have shifted away from scheduled programming. This shift impacts long-established networks, like NBC, which must now compete with highly tailored and easily accessible alternatives.
“If your goal is to gain viewership, but someone can stream an event or show on demand, possibly for free, they’re less likely to turn to traditional television.” – Cerise
Cerise pointed out that, unlike traditional TV, streaming platforms use algorithms to deliver content specific to viewers’ preferences. This capability gives streaming an edge, as viewers get exactly what they want without sifting through programming that may not interest them.
Examining the Generational Divide
When asked about demographics, Cerise emphasized a clear divide: younger audiences are gravitating towards streaming, while older generations still favor traditional TV. However, this trend is not solely based on age; it also involves familiarity with technology. She highlighted that those in their twenties and thirties, and even viewers up to their sixties, often find streaming easier and more convenient. In contrast, seniors might hesitate to use newer technology or need assistance in navigating streaming services.
“We live on our phones, but an older person is more likely to stick with traditional TV, where things are familiar.” – Cerise
Cerise added that younger audiences generally have higher expectations for ease of access and are more likely to explore a range of streaming services. Older viewers, however, tend to stay loyal to traditional formats that align with their viewing habits and values, like scheduled news broadcasts or printed newspapers.
Strategies for Viewer Retention and Marketing
This generational divide prompted a discussion on how streaming platforms approach marketing. Cerise shared that streaming companies must strategize carefully to retain loyal viewers across demographics. For younger viewers, platforms rely on social media marketing, while for older demographics, simpler interfaces and traditional ads may be more effective. Simplifying access is key to attracting older audiences who may not be as comfortable with technology but are open to exploring new viewing options.
“Marketing on both social media and traditional TV can help streaming providers appeal to different age groups. By making their platforms easy to access, they can gain more loyal viewers.” – Cerise
Cerise’s point underscores the importance of multi-channel marketing strategies. Streaming platforms not only capture new viewers but also cultivate long-term loyalty by continually evolving and appealing to both tech-savvy and traditional audiences.
Exploring Methods for Researching Audience Trends
As we moved to more practical questions, we asked Cerise how we could analyze the shift from traditional TV to streaming. Since streaming platforms often keep their viewership data private, she recommended some alternative research approaches. One suggestion was to conduct surveys or polls among college students or on professional sites like LinkedIn. These surveys could reveal generational preferences and viewing habits, allowing researchers to build a picture of the shifting media landscape.
“You might consider reaching out to the alumni network. Former students in the communications field, especially those in marketing or analytics, could offer firsthand insights into viewer data.” – Cerise
This advice to use the alumni network for research speaks to the value of connecting with industry professionals who might share useful, albeit informal, insights on audience metrics.
Leveraging Alumni Networks and University Resources
Cerise also mentioned that universities often maintain strong alumni networks, a valuable resource for researchers in fields where data is difficult to obtain. Students can reach out to alumni working at media companies or in audience analytics roles to gather insights on streaming and traditional viewership trends. For instance, Cal State Fullerton’s alumni network could connect students with graduates in roles at major networks like CBS or digital media companies.
“Sometimes it’s flattering for industry professionals to receive outreach from students who are genuinely interested in their work and experiences.” – Cerise
Cerise also recommended the use of university library resources, such as peer-reviewed journals that analyze shifts in media consumption. Through these sources, students can access existing research and perhaps identify new areas for exploration.
Conclusion: A Changing Media Landscape
Our discussion with Cerise Valenzuela Metcalf highlighted the profound impact streaming platforms have on traditional television. Her insights brought attention to the advantages of streaming’s tailored approach, the challenges facing traditional TV networks, and the ways in which audiences of all ages are adjusting to new content delivery methods. By adopting multi-channel marketing strategies and engaging alumni networks, researchers and students alike can delve deeper into understanding this shift.
This team project allowed us to combine insights from our conversation with Cerise with practical research methods, all aimed at uncovering the nuances of viewership in a digital age.
The Society for Communications Research 