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

Hybrid Work: How to Enhance Employee Productivity

When you hire qualified talent for a key role and trust them to perform, you'll likely achieve the best outcome. Skilled and experienced people will deliver results, regardless of the challenges. That's a key lesson learned from the pandemic experience as most knowledge workers were asked to work from their homes. However, some resist returning to an open-plan office. It's unacceptable. Meanwhile, forward-thinking leaders decided a "return to normal" is undesirable, and in hindsight, everyone should aspire to be more accomodating than before. Therefore, location flexibility is okay. Hybrid Workforce Market Development How will people adapt to these changes? They'll apply the modern IT tools at their disposal. They'll learn new skills and thrive. Nearly 80 percent of employees are now successfully using online collaboration tools for work in 2021 -- that's up from just over half of workers in 2019, according to the latest market study by Gartner. This g

Mobility-as-a-Service Creates Disruptive Travel Options

Building on significant advances in big data, analytics, and the Internet of Things (IoT), more innovative transit service offerings aim to increase public transport ridership and reduce emissions or congestion within metropolitan areas. By providing these services through smartphone apps, the transit services also significantly increase user convenience, providing information on different human mobility offerings -- including public transport, ridesharing, and autonomous vehicles. Mobility-as-a-Service Market Development According to the latest market study by Juniper Research, Mobility-as-a-Service (MaaS) subscribers will generate $53 billion in revenue for MaaS platform providers by 2027 -- that's rising from $5.3 billion in 2021. Let's start with a basic definition. MaaS is the provision of multi-modal end-to-end travel services through single platforms, by which users can determine an optimal route and price. The study identified a monthly subscription model as key to incr

Upside for New 5G Network Transport Infrastructure

The global mobile communication sector is in the midst of a significant network infrastructure upgrade to support the introduction of new high-bandwidth and low-latency broadband service offerings.  Telecom service provider data centers have an important role in fifth-generation (5G) network deployments. Providers undergoing their transition to Stand-Alone (SA) 5G must understand the technical demands of telco data centers and the key enablers of those offerings. According to the latest worldwide market study by ABI Research, the major prerequisites of 5G and the emerging transport solutions would help operators position themselves to successfully capitalize on the new revenue opportunities from delivering differentiated 5G connectivity services. 5G Transport Network Market Development "The rise of the telco data center has a high degree of confluence with the requirements of SA 5G architectures. SA 5G and its increasing reliance on telco data centers can be attributed to the incr