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The New Season Is No Season: Viewers No Longer Tied to TV Seasons

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Not long ago, September marked the arrival of new TV shows and summer was a time for reruns. That's over, and online video is largely the reason. According to an online study of 3,200 consumers by video advertising platform Videology, 55 percent of respondents say the current TV season has no impact on their viewing habits. Additionally, 46 percent said they didn't even know that September marked the new TV season.

Viewers today expect and get quality viewing options at any time of year: 24 percent of those surveyed said that's the reason why they don't look forward to the new TV season in September.

While the start of a new TV season was once a major cultural event, online streaming has ended that. Videology notes that 55 percent of respondents watch most of their shows online, and 69 percent said their current top show is available somewhere besides network TV. Additionally, 39 percent said their current favorite show is only available online. Netflix, Hulu, and Amazon originals seem to be making a huge impact.

Videology released its study just as the TV upfront negotiations are beginning, an event that determines the ad rates for fall broadcast and cable programming. In today's seasonless environment, notes Scott Ferber, Videology's chairman and CEO, brands have more opportunities to connect with viewers using premium programming.

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