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For B2C Marketing Professionals

OTT Ushers In A New Era For TV

Marketers Must Prepare Now For The Inflection In TV Viewing Behavior

April 8, 2016

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Why Read This Report

Consumers' well-demonstrated interest in watching what they want when they want it propelled the DVR and now is propelling over-the-top (OTT) viewing. Forrester's Consumer Technographics data shows OTT viewing time accelerating while the barriers our ConsumerVoices panel describes are rapidly giving way. B2C marketing professionals should begin testing and learning how their video strategies must evolve in this new environment.

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Table of Contents

  • The Over-The-Top Era Redefines "Television"
  • Leverage Mass Marketing's Last Vestiges While Evolving
  • Recommendations

  • Begin Your Video Strategy Evolution Now
  • Supplemental Material
  • Related Research Documents

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