Live TV Losing Younger Adults

Nearly three in five US consumers watch at least some video on a device other than a television, according to market researcher Morpace. Time shifting using a digital video recorder, DVDs, online and video on demand represent about 48 percent of overall video consumption.

Overall, across demographic cohorts, Morpace found 52 percent of total TV viewing time consisted of live TV. Among younger adults ages 18 to 34, that proportion fell to 41 percent. Adults 55 and up watched live TV almost two thirds of the time, but even Gen Xers and younger boomers were evenly split between live TV and several timeshifting nethods.

Online was the most popular alternative to live TV, with about half of consumers using some online source for viewing video content, and another 23 percent using a streaming video service.

Live TV Losing Younger Adults