The Demographics Still on the TV and Why?


Who has what routine?

Who wakes up at 5 AM and why? Who has to take the kids to the soccer practice at 4 PM? Who goes to the gym at 8 PM?

What I love and get scared of with media in general is that we can get a BIG picture of a demographics media consumption just by looking at their everyday routine.

Well, this is appliable to every marketing field and with every product when looking for a target group. BUT what’s scary with media is that it’s appliable to everyone and everything. The general public.

By looking at someones routines you’ll find out what app they are using. What magazine they are reading. What show they are watching and so forth.

What we usually forget is the people still living in the older ‘ages’. We forget about the people still listening to the radio, watching cable and read physical magazines.

I was talking to this women at a bar and I was talking about digital media and how it has changed everyday routine. I asked her when the last time it was she watched TV. I was expecting a answer of: ‘I don’t remember’.

I got the answer: ‘Well, yesterday’.

I got burned. But I deserve it.

So I asked: ‘why don’t you have Netflix?’
‘I do have Netflix but I got kids and we watch movies together at a certain time.’

The only demographic who is watching TV is people with younger kids. Their whole life is based on ROUTINE and the TV gives the possibility for this demographic to create routines for their entertainment consumption.

school at 8 am to 4 pm

soccer practice 6 pm

laundry 7 pm

and so on.

Except the routines of everyday life, another dilemma kicks in, freedom. In sociology we have this theory about freedom.

You have two types of freedom in society. A negative freedom which there is no freedom existing. The antithesis of individualism. A example of negative freedom is: If your dad is a lawyer, you will study to become a lawyer. The choice has already been chosen. A positive freedom is more or less individualism. You can do what ever you want I and freedom is all you have. Choose what ever you wish to choose.

Now, in this positive freedom you have this thing called the dilemma of positive freedom. This is when you have so much freedom and choices that you get stuck and don’t know what you do. You end up not choosing anything. This is a problem a lot of younger adults are facing today in western society. The possibility of choices is endless.

This is what I sometimes feel with Netflix. I have to many choices that I end up at YouTube. I think a lot of parents feel this way and therefore end up at the TV. The choice is made for them.

It would be interesting to go back to the old ways of entertainment consumption. More towards the negative freedom of entertainment. At least in some way.

A problem I always face daily is me trying to have a movie night. Buying chips, turn down the lights (and all the other pretantious thing you do), go to Netflix and I keep scrolling and scrolling and scrolling ending up watching a movie I’ve seen twenty times. Because there is to many choices.

I would believe that if Netflix, HBO, YouTube etc. were to announce a exclusive stream at 8 or 9 pm every night with exclusive material, that they will attract the last demographic to not yet embrace the on-demand entertainment (and a lot of other demographics as well). A great example would be if Netflix choose to show the latest House of Cards episode at 8 pm once a week (or so) and not making it available for two weeks.

Maybe we need to be limited of our entertainment choices. Sometimes it’s hard to choose.

If you like this idea and article pleas hit the heart and write a comment on your thoughts on the matter. 😎

Who am I? I’m a Swedish psychology and media student at Stockholm University and working as a professional Snapchatter. I’m passionate about the mobile behavior and the sociology of digital media.

Like what you read? Give Sebastian Ghannad a round of applause.

From a quick cheer to a standing ovation, clap to show how much you enjoyed this story.