U.S. Linear TV Viewing Drops 4.4% in a Year

Digital video viewing is up by double digits across key adult demographics, while viewing via a traditional TV screen is dropping, according to Nielsen’s new “Total Audience Report.”

The average U.S. adult spent four hours and 32 minutes watching live TV in the third quarter of 2014, down 4.4 percent from four hours and 44 minutes in 2013.

The amount of time spent on time-shifted viewing using a digital video recorder rose to 30 minutes, from 28 minutes in the third quarter of  2013.

Time spent using the Internet on a computer climbed to one hour and 6 minutes, up from one hour, the report noted.

Time spent watching video using a smartphone spiked to one hour and 33 minutes, from one hour and 10 minutes a year ago.

Digital-video usage overall rose 60 percent year over year, from six hours and 41 minutes in the third quarter of  2013 to 10 hours and 42 minutes in the third quarter of 2014.

Time spent watching Internet video was up 53 percent among adults 18 to 49 quarter over quarter, Nielsen reported.

Linear TV viewing for viewers 18 to 49 dropped three percent.

Among adults 25 to 54, viewership of digital content grew 62 percent,  while linear TV declined two percent.

Among adults 55 and older, digital viewing rose 55 percent while linear viewing was flat year-over-year.
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