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Television / Video
In today's media landscape, most consumers don't differentiate between programming viewed on broadcast, cable, ADS-delivered, and online or mobile channels. It's all considered "TV viewing" and the positives, opportunities and challenges apply to "video" across the board:
- TV set penetration in U.S. households is high
- According to Nielsen, there are 122.4MM TV homes in the U.S. for the 2021-2022 TV season.
(Source: Nielsen, National Television Household Universe Estimates)
U.S. adults are spending a lot of time consuming video in some form or fashion.
- In Q4 2021 A18+ spent a weekly average of (hours:minutes):
- Live TV: 2:53
- Time-Shifted TV: 0:34
- TV-Connected Devices: 1:22
- Internet on a Computer: 0:38
- App/Web on a Smartphone: 1:56
- App/Web on a Tablet: 0:24
(Source: The Nielsen Audience Insights, April 2022)
- According to a survey, the average TV consumer uses 7.4 TV sources in their home.
- TV sources range from traditional pay-TV, SVOD's, antenna TV's etc.
(Source: Hub Entertainment, May 2022)
Generations that watch tv shows and movies from home (%):
- Generation Z – 10%
- Millennials – 18%
- Generation X – 29%
- Boomers - 39%
(Source: Digital media trends, 15th edition, 2021)
- Households without cable who primarily use broadband connections to stream will rise from 23.3 million is 2018 to 40.8 million in 2022.
- By 2023, broadband is expected to be in 75% of U.S. households.
(Source: S&P Global Market Intelligence - Kagan media research unit)
Percentage on different generations consuming news on Network/Cable TV news:
- Generation Z – 12%
- Millennials – 16%
- Generation X – 34%
- Boomers - 58%
(Source: Digital media trends, 15th edition, 2021)
- Average time spent by A18+ daily on video:
- Live + Time-Shifted TV: 3:58 hours
- TV-Connected Devices: 1:06 hours
- Video on Computer: 14 minutes
- Video Focused App/Web on a Smartphone: 15 minutes
- Viduo Focused App/Web on a Tablet: 9 minutes
(Source: The Nielsen Total Audience Report June 2021)
- Q1 2021 weekly hours:minutes of total TV usage based on U.S. population:
- A18+: 35:22
- A18-34: 18:25
- A35-49: 30:15
- A50-64: 44:06
- A65+: 54:16
(Source: The Nielsen Total Audience Report June 2021)
- Digital video usage by device in 2022:
- Smartphone - 63%
- Smart TV - 56%
- Laptop - 43%
- Tablet - 34%
- Streaming Device - 32%
- Desktop/PC - 24%
- Gaming Console - 23%
- Don't Know - 1%
(Source: Statista Global Consumer Survey, April 2022)
- Share of households subscribing to selected video streaming platforms in the U.S.:
- Netflix - 66%
- Amazon Prime Video - 56%
- Hulu - 42%
- Disney+ - 41%
- HBO Max - 29%
- Paramount+ - 17%
- Video streaming distribution by brand:
- Netflix: 22%
- YouTube: 20%
- Hulu: 11%
- Amazon: 8%
- Disney+: 6%
- Other: 33%
- Streaming video share of time spent by age:
- P2-11: 13%
- P12-17: 5%
- P18-24 6%
- P25-34: 15%
- P35-54: 31%
- P55+: 31%
- People who cancel then renew their paid streaming video services, by generation (%):
- Generation Z – 35%
- Millennials – 38%
- Generation X – 28%
- Boomers – 7%
- Only 25% of U.S. consumers think they’ll have a cable subscription within a few years:
- 41% are not subscribed or have already cut cable
- 12.5% will cut cable within the next few years
- 11.2% will cut cable within the next 3 months
- 9.9% will cut cable within this year
- Within the year, these specific age groups will plan on unsubscribing to cable:
- 18-34 – 25.9%
- 25-34 – 17.8%
- 35-44 – 18.2%
- 45-54 – 14%
- 55-64 – 18.6%
- 65+ - 9.9%
- 87% percent of households have at least one internet-connected TV device - up from 24% in 2010.
- 66% of all TV households have multiple types of connected TV devices.
- Devices adults use to watch videos:
- 28% of adults watch video on a TV via a stand-alone device.
- 27% via an Internet-enabled Smart TV app.
- 12% via a connected game system.
- 3% via a connected Blu-ray player.
Adults are cutting the cords for cable as streaming services are becoming increasingly popular.
- Reasons for not subscribing to cable or satellite TV:
- 71% of adults said they can access the content they want to watch online
- 69% of adults said the cost of cable/satellite services is too expensive
- 45% said they do not watch TV often
(Source: Pew Research Center, 2021)
- 82% of consumers subscribe to a paid streaming service
As of February 2022, there were 817K unique program titles across linear TV and streaming video services.
- 169.4B minutes were spent on streaming.
- Video streaming distribution percent by brand: 22% Netflix, 20% YouTube, 11% Hulu, 8% Amazon, 6% Disney+, and 33% Other.
Top 5 attributes of video streaming sources (ranked by importance):
- Cost – 81%
- Variety/availability of content – 79%
- Ease of use – 79%
- Streaming/playback quality – 76%
- Accessibility/search of desired content – 72%
(Source: Nielsen Audience Insights, April 2022)
Ads on streaming video services, based off on engagement:
- Generation Z – 18%
- Millennials – 18%
- Boomers – 14%
- Generation X – 13%
(Source: Digital media trends, 15th edition, 2021)
Percentage of monthly spending on subscription by age:
- Ages 18-34 – 20%
- Ages 35-54 – 19%
- Ages 55-64 – 11%
(Source: National Research Group, October 2022)
Percentage of U.S. households that do not have a television set by age:
- Ages 18-34 – 14%
- Ages 35-54 – 5%
- Ages 55+ – 3%
(Source: Research Initiatives, Fall 2022)
- About 37 million U.S. internet households use at least one ad-supported streaming service now.
(Source: Parks Associates, Q1 2022)
- 23% of U.S. users of ad-supported over-the-top streaming services report that they “often” click on ads.
- The same percentage report that they often buy products or services they see advertised.
- Among consumers with at least one subscription, 57% have taken advantage of a bundle deal (with Disney+, Hulu & ESPN, T-Mobile & Netflix, and Hulu & HBO Max proving the most popular packages).
- Internet and mobile platforms allow for TV everywhere, but adaption percentages are still low
- Expanded digital viewing will be advantageous to advertisers, allowing exposure closer to point of purchase
- The mass reach once afforded by advertising on broadcast TV networks has declined due to:
- Access to multiple TV sets/screens within homes
- TV used to be a group activity with everyone in the household gathered in front of the TV
- Multiple sets/multiple screen options have transformed viewing into a more solitary, singular activity
- Digital-only platforms such as Hulu, Netflix, etc. have drawn viewers from broadcast, cable, ADS
- Video on Demand (VOD) options growing, gaining awareness among consumers
- Consumers no longer need to make an "appointment" to watch their favorite shows
- Prime-time programs recorded for later viewing, binge-viewing
- Time-shifting of programs challenges advertisers placing time-sensitive commercials
- Consumers may delete or skip over commercials in recorded programming
Key Links to additional information on Television:
http://www.nielsen.com/content/corporate/us/en/solutions/measurement/television.html
For data on cable penetration, ADS for specific DMAs:
https://www.tvb.org/research-measurement-analytics/measurement/competitive-media-2/
For data on specific cable carriers within major markets:
