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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 121MM TV homes in the U.S. for the 2020-2021 TV season.

(Source: Nielsen, National Television Household Universe Estimates)

U.S. adults are spending a lot of time consuming media in some form or fashion.

• In Q4 2020 A18+ spent a weekly average of:
• Time-Shifted TV: 3:27 hours
• TV-Connected Devices: 7:41 hours
• Internet Connected Device: 6:02 hours
• Internet on a Computer: 3:58 hours
• App/Web on a Smartphone: 17:20 hours

(Source: The Nielsen Total Audience Report June 2021)

• According to a survey, the average TV consumer uses 5.7 TV sources in their home.
  • TV sources range from traditional pay-TV, SVOD's, antenna TV's etc. 

(Source: Hub Entertainment, April 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)

• 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)

• As of June 2021, 36% of people are using streaming services from apps on their smartphone/tablets, up from just 25% in April 2020.
  • The average cost per month people spend on streaming services is $55.
  • 22% of people subscribe to 7 or more streaming services.

(Source: J.D. Power TMT Insight Report, 2021) 

• Video streaming distribution by brand:
  • Netflix: 34%
  • YouTube: 20%
  • Hulu: 11%
  • Amazon: 8%
  • Disney+: 4%
  • Other: 23% 
• Streaming video share of time spent by age:
  • P2-11: 16%
  • P12-17: 5%
  • P18-24 8%
  • P25-54: 18%
  • P35-54: 27%
  • P55+: 26%

(Source: The Nielsen Total Audience Report August 2020) 

• Share of adults by age who currently subscribe to cable TV services:
  • 18-34 - 41%
  • 35-44 - 44%
  • 45-64 - 42%
  • 65+ - 52%
• Adults that do not subscribe, but have in the past:
  • 18-34 - 35%
  • 35-44 - 39%
  • 45-64 - 45%
  • 65+ - 34%

(Source:Morning Consult; The Hollywood Reporter, May 2021)

• 60% of U.S. adults watch video via a connected TV device weekly

(Source: Leichtman Research Group, 2021)

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)

• Avering time daily time spent on video by adults 18+ in Q3 20:
  •  Live+Time-Shifted TV - 3 hours 58 minutes

(Source: The Nielsen Total Audience Report June 2021)

• 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.tvb.org/

http://www.iab.net/

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:


http://www.thevab.com/local/