Published May 17th, 2017
More than half of all Americans, or 56 percent, have the ability to watch internet video on their TVs — but they’re still watching regular TV most of the time.
Since 2015, there has been a 20 percentage-point increase in the share of adults who can get internet video on their TV, either through the TV itself or by using a device like a Chromecast, according to a new report from ad trade agency Interactive Advertising Bureau.
But a large portion of the time (39 percent), people are using these TVs to watch old-fashioned live TV. As for internet video, they’re streaming Netflix or YouTube or Hulu about 24 percent of the time.
Fortunately for subscription streaming services like Amazon and Netflix that offer TV-on-the-internet packages, that share is going up.
People who do use their TVs to watch Netflix or Hulu are doing so more often. About half (46 percent) of people with streaming-enabled TVs watch streaming video daily, up from 32 percent in 2015.
What are they streaming? Seventy-nine percent watch TV shows (either currently airing, or shows that have aired in the past), whereas a close 70 percent watch subscription originals like Netflix’s “Stranger Things” or Hulu’s “Handmaid’s Tale.”
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According to new research from The Diffusion Group (TDG), binge viewing — that is, viewing more than one episode of a TV series back to back — is rapidly becoming universal, with nearly nine-in-ten ABUs binging at least occasionally. But the frequency of binge viewing skews strongly in favor of younger adults.TDG's new analysis, Binge Viewing - A Consumer Snapshot, identifies and profiles three groups of adult broadband users in terms of their binge viewing habits.
Heavy Bingers (binge daily, comprise 14 percent of ABUs),
Medium Bingers (binge monthly but not daily, comprise 51 percent of ABUs), and
Light/Non-Bingers (21 percent of ABUs that binge less than once a month, 14 percent that do not binge at all).
Importantly, TDG analysts found that the frequency of binging is strongly correlated with the viewer's age. For example, 58 percent of Heavy Bingers are between the ages of 18 and 34, while 56 percent of Light/Non-Bingers are age 45 and older."The fact that 31 percent of Heavy Bingers are between the ages of 18 and 34 further illustrates just how different millennial viewing habits are from those of older generations," notes Michael Greeson, President and Principal Analyst at TDG. "For more than a decade, TDG has predicted and observed a structural transformation in what it means to 'watch TV,' with viewing behavior slowly changing from an activity defined by flipping between different live shows on different networks, to one characterized by on-demand binging of individual series."As these consumers age and younger generations steeped in quantum habits follow behind them, Greeson argues that this behavior will only become more prominent, further impacting programming and distribution strategies.View TDG's latest analysis of contemporary viewing behavior, Binge Viewing - A Consumer Snapshot for an insight into the different segments of binge viewers — who they are, how they behave, and what drives their decisions and preferences.
Source: TDG Research