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 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