In the last decade, streaming services, such as Netflix, Disney+, and Apple TV, have contributed to a considerable decline on the viewership of general television channels. The freedom of being able to choose whatever strikes your fancy tends to outweigh the rigid schedules of TV programming. Plus, with many celebrity-based content, such as Chicken Shop Date or Hot Ones, available to watch on YouTube in bite sized videos, there is no need to tune into talk shows like Graham Norton at its allotted time.
A study from Ofcom found that since 2017 the online streaming revenue increased by 97% – almost doubling in just six years. Additionally, finder.com showed that around 18.8 million UK households have at least one subscription to a streaming service and around 13.3 million have two or more.
It is presumable that streaming revenue will continue to increase, forcing traditional TV to play catch up, as new streaming services are introduced with fresh, exclusive benefits. Many television channels have already implemented their own versions of streaming services, such as the BBC iPlayer or Sky Q, allowing viewers to access programmes at their leisure. The popularity of streaming sites has propelled TV to stay on trend, to keep its viewership.
There are many advantages to using streaming services. They provide a plethora of choice and diversity of programmes, encouraging viewers to experience what they may not have considered before.
Viewers are introduced to a much wider scope of language and culture than was perhaps previously accessible. For example, in 2023, Squid Game, a Korean survival thriller, was the topmost viewed series (according to CNET) with a total of 1.65 billion hours of watch time within the first 28 days of its release. Streaming services have provided an easier access to foreign titles and have given them more chance of popular success in Western audiences.
The freedom of choice that streaming services provide can be a double-edged sword. Lisa Holmes, VP of Commercial Strategy at US television company, Discovery, said in an article from the BBC, that consumers are “finding themselves overwhelmed by the choice.” Another issue is the number of sites and subscriptions needed to have access to different programs specific to each site, such as Netflix’s Stranger Things or Apple TV’s Ted Lasso. Holmes also discussed this, adding that many are “annoyed” with having to go to multiple different platforms to find what they want.
I’d argue that the art of anticipation has been lost with the “nowness” of streaming; with TV there is a given time needed to watch shows. Whereas it’s easy with streaming services to watch things whenever the mood strikes, or to binge a whole series in one without pausing to appreciate it. Though, some programs on these sites have set up a schedule, allowing for anticipation as each episode drops weekly.
The convenience of streaming services is one of the main contributing factors to their popularity, today’s society is a fast paced, ever-moving environment and having the choice and freedom to watch whatever, whenever, is often preferred to the rigid structure of a television programme schedule.
Realistically, TV will probably still exist in some shape or form, as many do still turn to it, but in a world that is increasingly fueled by consumerism, the fixed schedule of television programmes has lost its importance. The easy access of streaming services works in the society of today; it is no surprise that convenience tends to take precedence.
Fourth year English and Creative Writing Student.
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