Thursday, May 3, 2012

U.S. TV Viewers Using More Screens

The average American watches nearly five hours of video each day, 98 percent of which they watch on a traditional TV set, according to Nielsen. 


After several years of consistent year-over-year growth, traditional TV viewing declined one half of one percent or roughly 46 minutes per month. Nielsen suggests that dip could be explained by any number of drivers other than a shift in viewing habits. 


As more homes adopt DVRs and move to greater use of  time-shifted viewing, time-shifted TV growth has offset the bulk of live TV declines. Other potential factors include time spent using game consoles, tablets and other emerging devices, or even short-term weather, Nielsen says


Still, in the fall of 2011 there was a slight decline in the number of TV homes in the U.S. market. This shift is prompting an important conversation around the definition of a “TV household” and a “TV viewer,” as some homes not using "TV" might be watching video on tablets, PCs and smart phones. 



Some 33.5 million mobile phone owners now watch video on their phones—an increase of 35.7 percent year over year. 





viewing-in-review

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