Television Viewing Habits

Today, Google data shows that 84 percent of smartphone and tablet users use these devices to watch TV, and they frequently search for information related to streaming services such as Netflix, Hulu and Amazon Prime Video. According to a comprehensive study by Neustar MarketShare, sponsored by Turner Broadcasting Company and Horizon Media, television remains the most effective way to reach advertiser KPIs. The study found that television advertising in the industry studied is 7x as high as paid search, print and direct advertising and 3x as high as online advertising. Sources: 6

America’s cable networks have always worked hard to stay ahead of consumer demand, producing numerous programs and offering people various ways to watch and participate. Television habits are important to keep track of because they show how and what type of content, including live TV, people consume. This is a very useful and scalable way for brands to expand their omni-channel experiences. Sources: 0, 6

When you think about it, it’s only logical that people over 55 should stay loyal to traditional television. But over time, the new era of television seems to fit quite well into the American lifestyle. Sources: 0, 2

Sports, news and local reality are popular, while traditional television offers only a limited number of local news, sports, entertainment and entertainment programmes. While commercials and networks don’t necessarily create content for the older audience (or anything else), older viewers watch television created for young and old. Given that more than half of the airtime of local television news is devoted to advertising, this means that the average person over 65 has seen more than 2 million TV spots in their lifetime. Sources: 2, 3

In 2013, 63% of households in the United States used video streaming and delivery services, and that share rose to 33% among households with teenagers. In Canada, Netflix owns 25% of households Watch Netflix at least once a week 22% of households watch Netflix every week of the year and 23% every day. Sources: 3

According to the report, two in five adults in the UK now consider online video services to be the most important factor in their decision to watch TV and films. Sources: 4

Teenagers who live at home watch more TV, but the younger age groups (16-24) have halved the amount of time they spend in front of the TV in the same period. With traditional television consumption declining, 52% are less interested in traditional television than their parents. Viewers now watch 50 minutes less traditional TV a day than in 2010, and viewers aged 16 to 24 watch more than twice as much. Sources: 4, 5

Nielsen’s research raises the question of whether the time difference in television is age and lifestyle-related or generational. If these are age-related or lifestyle-related behaviours, they may return to the traditional age of vision in the future. Sources: 5

First-year adults who have experienced a failed marriage or have never married tend to spend more than one hour a day in front of the TV, which is likely to have important implications for this group’s happiness and satisfaction. Perhaps most disturbingly, excessive television consumption may not be deliberate, but is likely to be used as a tool to fill the free time that adults would otherwise spend on more rewarding activities. As an anchor of marriage, excessive TV viewing can exacerbate feelings of isolation and unhappiness among many Americans. Sources: 1

The way we watch TV and consume content has not changed in 50 years or so, but things are changing the way we see them. A look at the data surrounding television viewing shows how the marriage divide affects Americans’ daily lives. Sources: 1, 2

If you have to be physically at home for one hour a day, you do not have the luxury of being at home or anywhere else with a TV, because it is very common to be at home. We would just watch shows on a weekly or daily basis, and we would know when they would be broadcast because we were at home, or we just wouldn’t see them. When our favorite shows were on, we didn’t need them, but we needed them because they were at home. Sources: 2

In the NCTA survey, 60% of adults said they were more likely to watch the news alone. In addition, 40% said they were more than twice as likely as those in the same age group to watch a planned – up to – series alone, and 30% more than the general population. Today’s viewers are mixed in their preference for live TV in their own group, but slightly more positive in the factors that influence their decision. Sources: 0

Nielsen points out that the decline in live television was much more pronounced in 2013 and 2014, when the average number of commercial breaks per hour of live television fell by 16 minutes. This means that while many of the millions of people who get advertisements for these programs say they watch the show, many of them actually turn a blind eye to the ad breaks. Sources: 3

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