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Television / Video

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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 120.6MM TV homes in the U.S. for the 2019-2020 TV season.

(Source: Nielsen, National Television Household Universe Estimates)

  • 35% of US online consumers use a connected or Smart TV to watch shows, movies or videos. 
  • Netflix has over 66 million U.S. subscribers, accounting for more than half of TV households.

(Source: Forrester, Weigh The Pros And Cons Of 11 Emerging Marketing Channels, 2020)

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

  • In Q3 2020 A18+ spent a weekly average of:
    • Time-Shifted TV: 3:07 hours
    • TV-Connected Devices: 7:34 hours
    • Internet Connected Device: 5:50 hours
    • Internet on a Computer: 4:03 hours
    • App/Web on a Smartphone: 16:59 hours

(Source: The Nielsen Total Audience Report March 2021)

  • New data from Kagan shows that traditional U.S. multichannel television subscriptions declined by nearly 7.2 million subscriptions in 2020.
  • 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: 3:41 hours 
    • TV-Connected Devices: 1:05 hours
    • Video on Computer: 12 minutes
    • Video Focused App/Web on a Smartphone: 15 minutes
    • Viduo Focused App/Web on a Tablet: 8 minutes

(Source: The Nielsen Total Audience Report March 2021)

  • Q1 2021 weekly hours:minutes of total TV usage based on U.S. population:
    • A18+: 33:21
    • A18-34: 17:58
    • A35-49: 28:11
    • A50-64: 41:28
    • A65+: 50:55

(Source: The Nielsen Total Audience Report March 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) 

  •  As of 2020, there are about 79 million pay TV subscribers in the U.S.

(Source: Digital TV Research, 2020)

  • Share of adults by age who currently subscribe to cable TV services:
    • 18-39 - 42%
    • 30-44 - 42%
    • 45-54 - 44%
    • 55-64 - 49%
    • 65+ - 51%
  • Adults that do not subscribe, but have in the past:
    • 18-39 - 37%
    • 30-44 - 39%
    • 45-54 - 40%
    • 55-64 - 33%
    • 65+ - 34%

(Source:Morning Consult; The Hollywood Reporter, February 2020)

  • 49% of U.S. adults have acess to a connected TV box in their household.
  • 70% of U.S. adults have access to a smart TV in their household.

(Source: AudienceProject, Insights 2020)

  • Avering time daily time spent on video by adults 18+ in Q3 20:
    •  Live+Time-Shifted TV - 3 hours 41 minutes

    (Source: The Nielsen Total Audience Report March 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

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