April 8, 2024

Hello Professor Fisher,

I am presenting to you my report, Battle of the Titans: Streaming’s Impact on Its

Competitors, as assigned on February 29th, 2024.

The three data figures found in this report were selected to inform the reader of specific
trends that surround the media viewing industry. By showing: 1) The media sectors that
dominate the market in the year 2024. 2) Identifying the equal uprise of age groups who use
internet viewing methods between the years 2013-2017. 3) Displaying the pricing structure
between services. Competing companies can create a clearer picture and potential
marketing approach to address market needs.

The information gathered and shared in this report were obtained through three diNerent
data collection bodies. In the need of any further information regarding the sources used,
the reader may refer to the works cited both throughout the report as well the “References”
page in the document. Though one does not need an extensive background in marketing
and media, this report is better suited for sales and marketing specialists looking for a
trend to expound upon.

It is my hope that I have met your requirements and expectations regarding the attached
report for the “Data Report” assignment.

Respectfully,

Joey DeMartino

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 Battle of the Titans:
Streaming’s Impact on Its Competitors

By Joey DeMartino
San Juan College
4/8/2024

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 Battle of the Titans:
Streaming’s Impact on Its Competitors

Submitted to

Professor Johnathan Fisher

Spring 2024 G-Professional and Technical Communication
ENGL 2210-1010

By Joey DeMartino

Abstract

The data report that follows displays various details regarding what viewing
platform consumers are using for their media viewing needs.

1) Streaming services have taken a stronghold of the market. Over taking the
once giant Cable/Satellite services.

2) Internet users of all age groups are adopting internet video viewing
methods.

3) Streaming services paired with internet tends to be the more budget

friendly combination.

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 TABLE OF CONTENTS
TITLE AND ABSTRACT…………………………………………………………. iii

LIST OF FIGURES…………………………………………………………. v

1.0 INTRODUCTION…………………………………………………………... 1

2.0 STREAMING’S DOMINANCE IN THE MARKET…………………….. 3

2.1 Summary…………………………………………………………….. 4

2.2 Interpretation……………………………………………………….. 4

3.0 INTERNET AND STREAMING REACHES GENERATIONS……….. 5

3.1 Summary ……………………………………………………………. 6

3.2 Interpretation……………………………………………………….. 6

4.0 BY THE NUMBERS .……………………………………………………….. 7

4.1 Summary ……………………………………………………………. 8

4.2 Interpretation……………………………………………………….. 8

5.0 CONCLUSION………………………………………………………………. 9

REFERENCES…………………………………………………………………….. 10

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 LIST OF FIGURES

Figure 1. Video Streaming Stats………………………………............. 3

Figure 2. Cutting the Cord………………………………………………….. 5

LIST OF TABLES

Table 1. Streaming vs. Cable..................................................... 7

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1.0 INTRODUCTION

1.1 Purpose

The intended outcome of this report is to include data that directly correlates
a shift in the media viewership market between two major giants of the
industry. The report will be keying in on multiple aspects regarding streaming
and cable services. However, one may note the comparison of other services
such as “broadcast” will be depicted in some reports. In section 2.0, the
information graphed here will show the amount of leverage the Streaming
sector has taken in the viewership market. Following in section 3.0, this data
will depict the sharp uptick in internet video viewing amongst a multitude of
age groups in between the years 2013-2017. In the final section 4.0, the
information in the table will display the financial comparisons of various
combinations of services paired with an internet package.

1.2 Background

In a world where an endless cache of sitcoms, movies, and tv shows are at the
fingertips of the viewer, which medium is preferred? Why do consumers
choose these services in particular? And if there is indeed a preferred
method, how might their competitors adjust to stay relevant in the market?
These are questions sales and marketing agents for cable, streaming, and
broadcast companies may be assessing when looking for a competitive edge
in the industry. In a market that is ever changing, with an even faster evolving
technology surrounding it, companies may take interest in identifying both
long and short term trends. In reading this report, topics such as recent data
regarding preferred viewing platform, age demographics of internet users, and
cost comparison between services will be addressed.

1.3 Scope

This report is geared to display specific information regarding viewers and

their preferred media outlet. It is not meant to persuade consumers towards
one platform or another. Nor is it meant to be purchasing guide for any one
service.
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Rather the information gathered here should be used as a data tool for how a
company might maintain or evolve their business based on the market and its
needs.

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2.0 Streaming’s Dominance in the Market

The first article of data being shared is from the website Exploding Topics
(Duarte, 2024) (see fig.1) As stated on their website, “Exploding Topics
analyzes millions of searches, conversations, and mentions across the
internet:” (“About Us”) The data Exploding Topics obtains to analyze, comes
from various sources such as search engines, online polls, and other digital
data trends that appear throughout the internet. By doing so, this allows
Exploding Topics to view trends through the data they acquire.

Figure 1: (Photo Credit: Duarte, 2024)

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2.1 Summary

The data being shared in Figure 1 represents the percentage of viewership

each sector holds in the year 2024. The y axis indicates what medium the
viewers use between streaming, cable, broadcast, and other. Whereas the x
axis, which ranges from 0%-40%, represent the percentage of viewers the
sector holds in the market.

This chart very clearly indicates streaming’s strong hold on the marketplace.
Streaming services account for about 38% of viewership while cable holds
about 32%. Though this report is to point out the impact of streaming on
cable, it also should be noted the impact these two services have had on the
percentage of broadcast viewers in the marketplace. With that number
totaling no more than 25% of the market.

2.2 Interpretation

One perspective that can be viewed from this information is that streaming
platforms are apparently the preferred medium for viewers to obtain their
entertainment services through. Being this data was acquired through
multiple outlets, then analyzed and combined to show the trend, it is safe to
assume this trend is only on the uptick.

A flaw that can be pointed out when referencing this chart, would be its lack of
detail regarding which companies represent the total of each category as well
as what percentage they hold. Questions such as, which company has most
viewers in their category and how does that compare to their counter parts of
the other sectors, are left unanswered.

Despite the lack of detail regarding who controls what portion of their
category, the graph does depict a clear message. Streaming is the dominate
force in the market. This information should be alarming for Cable companies,
as there is a clear indicator pointing to their dwindling percentage of
viewership.

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3.0 Internet and Streaming Reaches Generations

The next figure being submitted is from author E. Carlson of the National
Telecommunications and Information Administration (Carlson, 2018) (see fig.
2) Located in the “About Us” section, NTIA expresses “In addition to working
with other Executive Branch agencies to develop Administration positions,
NTIA represents the Executive Branch in both domestic and international
telecommunications and information policy activities.” (“About Us”) The NTIA
uses many tools across government agencies to gather their data and create
reports from. They are the agency in which administrative policies are
accessed and enforced.

Figure 2: (Photo Credit: Carlson, 2018)

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3.1 Summary

The information being depicted in Figure 2 shows the percentage of

individuals who used internet to watch videos or other streaming media.
Located on the y axis is the percentage column indicating what amount of
internet users streamed or viewed video. The x axis indicates the year the
information was collected.

The chart goes a step further by breaking down age groups. The diderent
colored lines correlate with the age group they represent. Dark blue line
indicates 15-24 years old. The lighter blue line represents 25-44 years old.
The black line shows the 45-64 years old range. Finally, the grey line
represents the 65 years and older demographic.

3.2 Interpretation

Upon initial examination of the chart, it is easy to determine the uprise of

video streaming with internet users. This is especially noticeable when
comparing the number of viewers using internet to stream from years 2013 to
2015. Another trend one may make note of, is the almost 20% increase in
online video viewing amongst all age groups. Meaning each groups’ internet
video viewing increased almost equally over the same period.

A potential oversite of this chart would be its lack of clarity as to which

platforms were used for streaming. Though the purpose of this agency is not
to identify the platforms they use, but rather to identify how the internet is
being utilized.

In conclusion, this chart expresses the growth in internet usage for video
streaming at quite a rapid increase. This trend shows a potential demand for
not only better internet, but also the expansion in the marketplace for
streaming services.

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4.0 By the Numbers
The third and final document being shared is from K. Jackson of CNET.com
(Jackson, 2024) (see Table 1) According to their website “CNET is a trusted
digital media publication that provides expert information, reviews and
analysis on consumer technologies, services, and trends, to help you find
exactly what you are looking for. For nearly 30 years, CNET has covered a wide
range of topics, including consumer electronics, smart home, money,
wellness and more.” (“About CNET”) CNET and the information it shares is
created by highly educated stad such as reporters, editors, product testers,
and tech support specialist. The information in this report was created from
data obtained by CNET themselves.

Table 1: (Photo Credit: Jackson, 2024)

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4.1 Summary

In Table 1, CNET creates a chart in which they compare bundled cost

variations to the others to identify the best cost saving approach. Located on
the left column are the various service combinations. Located to the right of
those, in the next column, depicts the cost per month of that service
combination.

This chart goes into further detail by displaying the diderence in pricing with
the feature of Live TV into the streaming and internet mix. This can be viewed
as a more accurate comparison to premium cable and internet combination.

4.2 Interpretation

A potential outlook one might surmise from this table, is the view of any
streaming service paired with internet looks to be more budget friendly than
the alternative cable combination options. It may be safe to assume
consumers would much rather pay less for essentially the same services.
Though this is just an assumption and not a proven fact.

One aspect this chart may be missing is the addition of how satellite services
compare to these choices. It wasn’t made clear whether CNET made a
diderentiation of cable and satellite or if they grouped them as one in the
same.

This report clearly depicts pricing of the various combinations. It also makes a
clear indication as to which combinations are the most budget conscious. In
viewing these results, one might suggest to the multiple cable providers to
adjust pricing to create a more competitive market against streaming
services.

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Conclusion 5.0

When it comes to media viewing and what avenues to do so, there are many
options for a consumer to choose from. Not all service providers can meet
the ever-evolving criteria viewers tend to demand. With this in mind, it may be
beneficial for companies of sectors who are falling behind to take a deeper
dive into what motivates these consumers to select other service providers.

By comparing viewership growth rate, age demographics of internet users, and

cost of combined services, failing companies of any sector of the market can
have a map of how to adapt and grow with the industry. Rather than sinking
into obscurity, approaches such as cost adjustment with competitive pricing
can make companies of lesser used mediums highly sought after. This in turn
can create a more competitive market that would benefit both the companies
and its end user.

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 References

Carlson, E. (2018). Cutting the cord: NTIA data show shift to streaming video as consumers drop
pay-TV. Cutting the Cord: NTIA Data Show Shift to Streaming Video as Consumers Drop
Pay-TV | National Telecommunications and Information Administration.
https://www.ntia.gov/blog/2019/cutting-cord-ntia-data-show-shift-streaming-video-
consumers-drop-pay-tv

Duarte, F. (2024, February 19). Video Streaming Services Stats (2024). Exploding Topics.
https://explodingtopics.com/blog/video-streaming-stats

Jackson, K. (2024, February 20). Streaming vs. cable: Which one saves you more money?.
CNET. https://www.cnet.com/tech/home-entertainment/streaming-services-vs-cable-battle-
budget-which-one-saves-you-more-money/

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