Skip to main content

Young Americans are Viewing Less Live TV


eMarketer reports that traditional television broadcasters in the U.S. must respond to a growing trend. As TV program time-shifting and online over-the-top (OTT) video viewing have both increased in importance, there's been a corresponding decrease in interest with "live" broadcast TV.

Furthermore, the TV set isn't the focal point that it used to be in America. According to a report from market researcher Morpace, nearly three in five U.S. consumers watch at least some video on a device other than a television.

Morpace found that today only 52 percent of the total TV viewing time consisted of watching live TV. However, among younger adults ages 18 to 34, that proportion fell further to 41 percent.

Adults 55 and older watched live TV almost two-thirds of the time. But, Gen Xers and younger American baby-boomers were evenly split between live TV and several time-shifting methods.

Online OTT was the most popular alternative to live TV, with about half of consumers using some online source for viewing video content, and a further 23 percent using a streaming video service -- such as the one offered by Netflix.

Adults ages 18 to 34 were more likely to use either online video format than older consumers -- though their consumption of video from DVDs or DVRs was somewhat similar.

Moreover, a February 2010 study by Retrevo found adults under 25 were heavily involved in online video viewing, with 29 percent saying they watched all or most of their TV on the web.

eMarketer now estimates that about 85 percent of 18-to-34-year-old internet users watch online video at least once a month, but that includes both long-form professional content like television shows as well as short user-generated clips.

Among older internet users, usage penetration is much lower -- fewer than 44 percent of 55- to 64-year-olds and fewer than 26 percent of seniors 65 and older watch online video monthly.

Popular posts from this blog

Digital Transformation Investment at $3.4 Trillion

Business technology leadership matters. Across the globe, more leaders have been pursuing bold Digital Transformation (DX) initiatives with the goal of creating new sources of business value through digital products, services, and experiences. As an additional benefit, the COVID-19 pandemic revealed that digital transformation efforts improve an organization's resilience against global market disruptions. Global DX investment is forecast to reach $3.4 trillion in 2026 with a five-year compound annual growth rate (CAGR) of 16.3 percent, according to the latest worldwide market study by International Data Corporation (IDC). Digital Transformation Market Development "Despite strong headwinds from global supply chain constraints, soaring inflation, political uncertainty, and an impending recession, investment in digital transformation is expected to remain robust," said Craig Simpson, senior research manager at IDC . The benefits of investing in DX technology -- including aut

Artificial Intelligence for National Border Security

National border protection agencies are under pressure to provide the highest level of security in the face of growing threats, such as increasing illegal migration and international terrorism. Now, government agencies are embracing advanced border security technologies to aid in effectively and reliably securing national borders. These solutions look to detect and identify potential threats and prevent them from escalating to a point that may jeopardize security. Security Surveillance Market Development Traditional border security patrols and Closed-circuit Television (CCTV) surveillance systems aren't adequate protection, and agencies must increasingly deploy new solutions to stay ahead of criminals and other potential threats to ensure the safety of a country’s borders. According to the latest market study by Juniper Research, the value of the border security technology market will exceed $70 billion globally in 2027 -- that's rising from $48 billion in 2022. Growing by 47 p

How to Apply Sustainability to Drive Value Creation

Global climate change policy initiatives have been an emerging topic for CEOs and their leadership teams, as they look to the future. Many organizations are preparing to play their part and help reduce carbon emissions. Eighty-seven percent of business leaders expect to increase their organization’s investment in sustainability over the next two years, according to the latest worldwide market study by Gartner. Customers are the stakeholder group creating pressure for these organizations to invest or act on sustainability issues -- selected by 80 percent of executives, followed by investors (60 percent) and regulators (55 percent). Sustainability Market Development "Sustainability enables businesses to cope with disruption," said Kristin Moyer, VP analyst at Gartner . "Economic uncertainty, geopolitical conflict and escalating materials and energy costs are forcing businesses to reexamine all forms of expenditure." According to Gartner, this focus on essentialism --