Media plays a vital role in the way this world works and progresses. The word comes from ‘medium,’ a medium of communication. Politicians communicate with their people, businesses communicate with their customers, and celebrities communicate with their fans through media.
Traditional is the older version of media. It consists of newspapers, magazines, radio, etc. In contrast, digital media is what we see right now in search engines, social media, etc. This article is a comparison of these two types with some interesting insights.
SHIFT IN CONSUMER PREFERENCES
Since 2011, the number of traditional media consumers has been declining and shifting towards the digital. Social media is on the rise, and applications like Facebook, Whatsapp, Instagram, etc., have taken the game away from traditional media. Several companies have stopped making radios, while newspaper agencies around the globe are decreasing at a fast rate. According to statistics, global newspaper advertising will fall about 27% in the next five years. The gap between traditional and digital media following has shrunk to a great extent.
DECLINE IN TELEVISION VIEWERSHIP
Television hasn’t been performing well recently. When it came, it made headlines and made significant advancements. Channels increased, and people had it as their stress reliever. However, Generation Z has not gone well with this concept of television.
The first reason for the decline of television viewership is the content itself. The range offered on television is mainly for a particular demographic class, i.e., adults. Most television channels are sports, news, entertainment, and religious-oriented. There’s not much to offer for the interest of the young population, that is the generation z. Instead, the modern generation is moving towards digital media, primarily YouTube, Netflix, Amazon, etc. Thus, the TV viewership is limited to a specific demographic level, i.e., the people before the 2000s or maybe the 1990s.
TELEVISION VS STREAMING SITES (NETFLIX, YOUTUBE, AMAZON)
Streaming websites offer a lot that television doesn’t. Firstly, there are no time limitations. You can stream in anytime you want, while you have to wait for a particular program on television. Secondly, the content available on these websites is diversified and provides many options, unlike television. Lastly, you can access these websites on your phones and other computing devices, while the TV is limited to a television set. Therefore, the shift towards digital media is faster than ever. Moreover, a lot of television content is also being streamed and uploaded on YouTube, further damaging the viewership of television.
ADVERTISING ON TRADITIONAL VS DIGITAL MEDIA
Marketing is all about adopting new trends to promote business. Businesses have realized that digital media is the future; therefore, they invest in advertising on modern digital platforms. Many new companies adopt marketing strategies that cater to the users using different social media platforms. We see paid marketing of many emerging products and brands on Facebook, Instagram, and YouTube. It costs less than marketing on traditional media, especially television, and reaches more audiences.
Moreover, influencers on social networking sites nowadays have many followers, and their word of mouth does wonders for the product. The traditional way of signing superstars and bringing them on television to endorse a product is slowly fading away. Thus, one can say that digital media is the future, and traditional media will not stay where it is for a long time.
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