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)
- 88% of adults have at least one streaming subscription.
(Source: Disqo Report, Ad-Supported Streaming TV, 2023)
- 207 Million (72%) of People 12+ own a Smart TV.
(Source: The Infinite Dial 2024 - Edison Research/Audacy/Cumulus Media/SiriusXM Media)
- 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)
- 20% of U.S. internet households own a television antenna.
(Source: ATSC 3.0: Impact and Opportunity for video services, Q4 2023)
- 12% of U.S. internet households don't don't have an antenna but plan to purchase one in the next 6 months.
(Source: ATSC 3.0: Impact and Opportunity for video services, Q4 2023)
- TV antenna owners report watching about 6.4 hours of over-the-air (OTA) programming per week, second only to subscription-based video-on-demand streaming (7.6 hours per week).
(Source: Parks Associate Research, December 2023)
- Preferred types of content for TV Antenna owners:
- Live News - 29%
- Live sports - 20%
- Shows and movies - 18%
(Source: Parks Associate Research, December 2023)
- 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) |