Monday, 27 July 2015

Online video sources in the US account for as much share of viewing as live TV & DVR

"The latest wave of Hub’s “Decoding the Default” study reveals important shifts in consumers’ go-to source for TV content. Among those who watch at least some online TV content…
Live TV is still the single most common default source. 34% say Live TV is the first thing they turn on when they want to watch—higher than any other platform.
However: that share is dropping significantly. In 2013, 50% of viewers named live TV as their default – 16 points higher than this year
Online sources now account for as much share-of viewing as live TV and DVR, combined. Across users of all TV platforms, viewers allocate 32% of their total TV viewing to live TV (down from 41% in 2013) and 15% to shows on their DVR (down from 21% in 2013).   Online platforms now account for 46% of all viewing time (up from 34% in 2013)
Among young viewers, online sources have replaced live shows as the “home base” for TV.
40% of viewers age 16-24 use Netflix as their home base. Only 26% default to live TV.
Millennials (age 18-34) are equally likely to default to live TV (33%) and Netflix (31%)"

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