Choose Another Competitive Media Report



Television / Video

Media Facts  Advantages  Disadvantages  Plus Radio  Glossary of Terms  Create a Profile

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 - 78%
    • Amazon Prime Video - 72%
    • Hulu - 50%
    • Disney+ - 47%
    • HBO Max - 36%
    • Peacock - 27%
    • Paramount+ - 25%
    • Apple TV - 19%
    • Discovery+ - 9%

(Source: Statista, September 2022) 

  • 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%

(Source: The Nielsen Audience Insights April 2022)

  • People who cancel then renew their paid streaming video services, by generation (%):
    • Generation Z – 35%
    • Millennials – 38%
    • Generation X – 28%
    • Boomers – 7%

(Source: Digital media trends, 16th edition, March 2022)

  • 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%

(Source: Pixability; U.S. Consumer Streaming Habits on YouTube & CTV, 2022)

  • 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.

(Source: Leichtman Research Group, Q2 2022 report)

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

(Source: Digital media trends, 15th edition, 2021)

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 18-35 – 20%
  • Ages 35-54 – 19%
  • Ages 55-64 – 11%

(Source: National Research Group, October 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.

    (Source: Parks Associates, Q1 2022)

  • 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).

(Source: National Research Group, October 2022)

  • 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

Or use your account on Unify

Error message here!

Hide Error message here!

Forgot your password?

Or register your new account on Unify

Error message here!

Error message here!

Hide Error message here!

Lost your password? Please enter your email address. You will receive a link to create a new password.

Error message here!

Or use your account on Unify

Error message here!

Hide Error message here!

Forgot your password?

Or register your new account on Unify

Error message here!

Error message here!

Hide Error message here!

Lost your password? Please enter your email address. You will receive a link to create a new password.

Error message here!

Close