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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 123.8MM TV homes in the U.S. for the 2022-2023 TV season.

(Source: Nielsen, National Television Household Universe Estimates)

• 69% of U.S. TV viewers have used free streaming services at least monthly.
  

(Source: Horowitz Research’s State of Media, Entertainment & Tech: Subscriptions study, 2023 Edition)

• 52% of content viewers now report subscribing to pay TV services.
  

(Source: Horowitz Research’s State of Media, Entertainment & Tech: Subscriptions study, 2023 Edition)

• 32% of subscribers also said that they might consider going back to cable if the cost of their streaming services increases.
  

(Source: Horowitz Research’s State of Media, Entertainment & Tech: Subscriptions study, 2023 Edition)

• As of January 2023, 85% of households had at least one TV-connected device.
  

(Source: Nielsen National TV Panel, 2023)

• As of January 2023, 36% of U.S. TV Households accessed their TV content solely through a broadband internet connection.
  

(Source: Nielsen National TV Panel via NPOWER, 2023)

• 70% of consumers currently use streaming TV services.
  

(Source: Valassis consumer survey conducted February 2021)

• 64% of consumers use their mobile device or tablet to browse or shop online while watching TV from another device.
  

(Source: Valassis consumer survey conducted February 2021)

• 82% of parents browse and shop online while streaming TV.
  

(Source: Valassis consumer survey conducted February 2021)

• 34% of consumers have made a purchase based on a TV ad.
  

(Source: Valassis consumer survey conducted February 2021)

• 67% of U.S. Adults ages 18-49 watch both linear TV and ad-supported streaming.
  

(Source: "Addressable Enters the mainstream" DirectTV Advertising via Advertiser Perceptions, January 2023)

• 15% of U.S. Adults ages 18-49 watch ONLY ad-supported streaming.
  

(Source: "Addressable Enters the mainstream" DirectTV Advertising via Advertiser Perceptions, January 2023)

• 90% of CTV buyers purchased linear TV in 2022.
  

(Source: "Addressable Enters the mainstream" DirectTV Advertising via Advertiser Perceptions, January 2023)

• 36% of of CTV buyers say linear TV is more important than CTV.
  

(Source: "Addressable Enters the mainstream" DirectTV Advertising via Advertiser Perceptions, January 2023)

• Half of TV viewers who consume the most linear TV saw 92% of TV ad impressions in the first-half of 2023, while the other half saw just 8% of impressions.
  

(Source: SambaTV 2023 State of Viewership)

• Linear TV's daily reach rose to 58 million during the first half of 2023, compared to the second half of 2022 (54 million).
  

(Source: SambaTV 2023 State of Viewership)

• According to Pixalate, 98% of U.S. internet-connected households can be reached by CTV advertising - up from 92% in Q1 2022.
  

(Source: Pixalate, CTV Ad Supply Trends Report - Q1 2023)

• Time Shifted TV reaches 61% of persons ages 18-49 weekly in 2023.
  

(Source: Nielsen Total Audience Report, Q2 2018, Q2 2019, Q2 2020, Q2 2021, Q2 2022, Q2 2023)

• 6.9% of daily audio time among those age 13+ in the U.S. is spent listening on an internet-connected TV or TV device.
  

(Source: Edison Research, "Share of Ear," 2016 - Q3 2023)

• 74% of consumers said they plan to make no changes to their paid television habits.
  

(Source: Nielsen 2023 Consumer Survey Report)

• 76% of consumers said they will not change their TV streaming services subscriptions in the next 6-12 months.
  

(Source: Nielsen 2023 Consumer Survey Report)

• 56% of consumers say that they enjoy the content provided by paid television.
  

(Source: Nielsen 2023 Consumer Survey Report)

• 57% of consumers say that they enjoy the content provided by television and live streaming services.
  

(Source: Nielsen 2023 Consumer Survey Report)

• What Americans watch when they turn on the TV in 2023:
  
  • 46% watch LiveTV
  • 40% watch online streaming TV

(Source: Hub Entertainment Research, 2023)

• 60% of Gen Zers believe that CTV has better quality ads than cable/satellite.
  
  • 56% of Millennials believe the same

(Source: Magna Media Trials and Samsung Ads, Capturing the Attention of our Youngest Generations, The Digital Advertisers’ Guide to Reaching Gen Z + Millennials on Connected TV, 2023)

• 61% of Gen Zers believe that CTV has ads that are more relevant to them than cable/satellite.
  
  • 67% of Millennials believe the same.

(Source: Magna Media Trials and Samsung Ads, Capturing the Attention of our Youngest Generations, The Digital Advertisers’ Guide to Reaching Gen Z + Millennials on Connected TV, 2023)

• U.S. TV and Connected TV (CTV) ad spending in 2023 (Billions):
  
  • U.S. TV - $61.31B
  • CTV - $25.03B

(Source: eMarketer, April 2023)

• U.S. CTV Revenues by Company (Billions):
  
  • Hulu - $3.63B
  • YouTube - $2.89B
  • Roku - $2.19B
  • PlutoTV - $.95B
  • Peacock - $.81B
  • Tubi - $.77B
  • Disney+ - $.75B
  • Netflix - $.62B
  • Paramount - $.28B

(Source: Insider Inteligence, April 2023, eMarketer, Guggenheim Securities)

• Top 5 most used paid video streaming services:
  
  • Netflix
  • Amazon Prime Video
  • HBO Max
  • Hulu
  • YouTube TV

(Source: Forbes Home Survey, March 2023)

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

• In Q4 2022 A18+ weekly hours spent with media:
• AM/FM Radio: 11.5 Hours
• App/Web on Smartphone: 1 Hours
• Live + Time-shifted TV: 28.4 Hours
• App/Web on Tablet: 8.7 Hours
• TV-Connected Devices: 15.5 Hours
• Internet on a PC: 7.4 Hours

(Source: The Nielsen Audience Insights Q4 2022, among users P18+)

• Daily time spent on TV amongst U.S. adults 18+ in Q4 2022:
• TV-Connected devices - 106 minutes
• Cable - 104 minutes
• Broadcast - 84 minutes

(Source: Nielsen National TV Panel, 2023)

• Where Asian American audiences spend most of their TV time:
• Streaming - 43%
• Cable - 23%
• Broadcast - 19%
• Other - 16%

(Source: Analysis of January 2023 Nielsen National TV Panel Data augmented by Streaming Platform ratings)

• Asian American audiences watch 27% more streaming content than the general opoulation.

(Source: Analysis of January 2023 Nielsen National TV Panel Data augmented by Streaming Platform ratings)

Percentage (%) of time spent with live and time-shifted TV 2022-2023 (Hispanics):

• P18-34 - 28.1%
• P35-49 - 43.2%
• P50-64 - 64.1%

(Source: Nielsen National TV Panel, Q1 2023)

Percentage (%) of time spent with connected TV (Hispanics):

• P18-34 - 71.7%
• P35-49 - 56.8%
• P50-64 - 35.9%

(Source: Nielsen National TV Panel, Q1 2023)

• 74% of Hispanics say they use one or more streaming services in a day in a typical week.

(Source: Nielsen Attitudes on Representation Supplemental Study, 2022)

• Where Hispanic audiences spend most of their TV time:
• Streaming - 50.7%
• Broadcast - 18.8%
• Cable - 16.2%
• Other - 14.3%

(Source: Nielsen National TV Panel and Streaming Platform ratings, July 2023)

• How Hispanics find representative programming that they enjoy watching:
• Recommendations from friends/family - 67%
• Recommendations from the platform - 48%
• Trailers/Promotional videos - 45%
• Entertainment news/reviews - 36%
• Buzz on social media - 28%
• Collections for themed programming - 28%
• Marketing from the platform - 25%

(Source: Nielsen Attitudes on Representation in Media Supplemental Study, 2022)

• Genres that Hispanics find the most representative:
• Drama - 53%
• Feature Films - 49%
• Comedy - 45%
• Documentaries - 39%
• Animation - 33%
• Information or news - 25%
• Romance - 20%
• Variety Programs - 19%
• Sports - 18%

(Source: Nielsen Attitudes on Representation in Media Supplemental Study, 2022)

• Hispanics who believe that their values are largely shared and reflected in popular TV shows and movies (by generation):
• Gen Z (age 18-36) - 56%
• Millennials (age 27-42) - 63%
• Gen Xers (age 43-58) - 42%
• Boomers (age 59-77) - 29%
• Matures (age 78+) - 23%

(Source: 2023 Hispanic Sentiment Study by We Are All Human and Nielsen, Powered by Toluna)

• Importance of watching TV in their native language:
• 78.8% of Korean respondents say that it is very important/important.
• 70.8% of Chinese respondents say that it is very important/important
• 80.6% of Vietnamese respondents say that it is very important/important.
• 90% of English respondents say that it is very important/important.

(Source: Nielsen, Custom Asian Media Consumption Study, Fall 2022)

• 27% of AANHPI audiences agree that representative content is more engaging when it features a geographic location associated with their identity group(s).

(Source: Nielsen Attitudes on Representation Supplemental Study, 2022)

• 30% of AANHPI audiences agree that representative content is more engaging when it features a cast member that is closely associated with their identity group(s).

(Source: Nielsen Attitudes on Representation Supplemental Study, 2022)

• 56% of Hispanics say they are more likely to continue watching content when it features someone from their identity group.

(Source: Nielsen Attitudes on Representation TV Study, April 2022)

• In 2022, CTV generated 50% of engagement and video impressions.

(Source: Innovid Retail (Ad) Therapy Report)

• 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: Deloitte, Digital media trends, 15th edition, 2021)

Video completion rate by video format:

• Interactive video (CTV) – 92.7%
• Standard Video – 86.2%
• Interactive video (Mobile/Desktop) – 82%
• Dynamic Video - 74.3%

(Source: Innovid Retail (Ad) Therapy Report)

• 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: Deloitte, Digital media trends, 15th edition, 2021)

• % of Population weekly reach (Live + Time Shifted TV):
• A18+: 76%
• Blacks 18+: 79%
• Hispanics 18+: 70%

(Source: Nielsen Audience Insights Q4 2022 (users among population) Hispanics 18+)

• Digital video usage by device in 2022:
  • Smartphone - 66%
  • Smart TV - 58%
  • Laptop - 41%
  • Tablet - 35%
  • Streaming Device - 33%
  • Gaming Console - 24%
  • Desktop/PC - 23%
  • Don't Know - 1%

(Source: Statista Global Consumer Survey, 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%

(Source: Research Initiatives, Fall 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: Deloitte, Digital media trends, 16th edition, March 2022)

• CTV Challenges per advertiser:
  • Difficulty managing ad frequency across publishers platforms – 41%
  • Reach and scale to target effectively – 37%
  • Fragmentation/too many providers – 37%
  • Transparency on where your ads are running – 36%
  • Disparate reporting across multiple buys – 34%
  • Cost – 33%
  • Inconsistent measurement standards – 30%
  • Ad fraud – 29%
  • Brand safety concerns – 24%
  • Multiple ad buys to attain reach and frequency – 21%

(Source: Advertiser Perceptions survey for Premion, March 2023)

• Reasons for advertisers increasing CTV budget 2023 (audience/targeting related):
  • Captures declining TV audiences – 46%
  • Provides the benefits of TV with digital capabilities – 44%
  • Extended reach for Linear TV budgets – 37%
  • Precision audience targeting – 35%
  • Reaches a highly engaged opt-in audience – 30%
  • Solution to mobile/desktop privacy changes – 22%

(Source: Advertiser Perceptions survey for Premion, March 2023)

• Reasons for advertisers increasing CTV budget 2023 (Performance/pricing related):
  • Archives brand awareness & performance marketing goals – 39%
  • Affordable TV options for performance driven digital marketers – 36%
  • CTV tends to outperform Linear TV – 33%
  • Detailed reporting, measuring, and insights – 23%
  • Improved and relevance – 23%
  • Attribution capabilities – 21%
  • Shorter ad pods provide better exposure for my brand(s) – 16%

(Source: Advertiser Perceptions survey for Premion, March 2023)

• Top reasons why consumers canceled a streaming video service:
  • I wasn't spending enough time with the service to justify the cost – 35%
  • I need to cut back on my cost of entertainment – 30%
  • The streaming service raised its price – 25%
  • There is not enough new content on the service – 24%
  • I finished watching a show/movie that I signed up to watch – 22%
  • There's another service I wanted to sign up for instead – 21%
  • I didn't enjoy the content on the service – 20%

(Source: DIRECTV Advertising via Suzy, Online survey of nationally representative sample of 1k U.S. Adults (18-65), June 23, 2023)

• Top three reasons why consumers would consider resubscribing to streaming video services:
  • The service decreased their price or offered a promotion – 50%
  • The service adds more new programming that I want to watch – 35%
  • The service puts out a new season of the show/sequel to a movie I initially signed up to watch – 26%

(Source: DIRECTV Advertising via Suzy, Online survey of nationally representative sample of 1k U.S. Adults (18-65), June 23, 2023)

• 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: Deloitte, 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: Deloitte, Digital media trends, 15th edition, 2021)

Ads-supported plan share of new sign-ups for major SVODs, YTD through May 2023:

• Peacock – 69%
• Hulu – 58%
• Discovery+ – 43%
• Disney+ – 36%
• Paramount+ – 31%
• Max – 21%
• Netflix – 18%

(Source: Antenna, June 2023)

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)

Top-grossing CTV apps in Q1 2023 (in order):

• On Roku:
• Hulu
• Philo
• Tubi
• Pluto TV
• Sling
• On Amazon Fire TV:
• Philo
• Tubi
• Pluto TV
• Hulu
• Sling

(Source: Pixalate, CTV Ad Supply Trends Report - Q1 2023)

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)

• The U.S. currently accounts for nearly 90% of global FAST (Free ad-supported Streaming TV) market Value.

(Source: Omdia Advertising Intelligence Service, 2023)

• 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/