Surprise: There’s one area where TV viewing is soaring
Use of internet-connected devices such as Roku and Apple TV has shot up
March 24, 2017
Traditional TV viewing is falling, plummeting in some cases.
During February, English-language broadcast and ad-supported cable viewing dropped 10.3 percent among adults 18-49. Commercial impressions in tumbled 7.2 percent.
But there is one area of TV that’s rising, and that’s viewing via connected devices like Roku and Apple TV.
The report finds consumption is up sharply, by 56 percent, versus the same time last year.
Connected devices now account for 9.9 percent of all TV usage among 18-49s, up from 3.6 percent just two years ago.
Changing patterns of TV viewing
What’s that mean? Well, for one thing, it reflects the greater adoption of such devices, which make it easier to stream content on TVs.
Tools such as Chromecast and Amazon Fire couldn’t be simpler—you just plug them in and access apps to watch your content. Even clunkier devices such as the Roku, last year’s top connected-device seller, aren’t much harder to use, and that’s led to widespread adoption.
And the number of over-the-top options to stream via these devices has exploded. Showtime, HBO and more have standalone networks delivered through connected devices.
But the numbers also mean that 18-49s aren’t abandoning TV, as some numbers make it seem. They’re simply watching it differently.
The ritual of gathering around the TV set to watch programming at night continues. It’s just that the programming may be Netflix delivered via a Chromecast app.
What does that mean for media buyers? To continue to stay abreast of media viewing developments, mostly.
Habits are changing, but it’s more about how content is delivered than what content is viewed.
Of course, Pivotal senior research analyst Brian Wieser also notes that Nielsen’s tracking does not count consumption of TV content across other devices, such as tablets and laptops, which undoubtedly would give the numbers a further boost.
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