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US Internet Users More Attuned to TV Content

Among US millennials, streaming TV has overtaken traditional means of watching content

September 19, 2016

The average internet user in the US who subscribes to pay TV or video-on-demand (VOD) watches more daily TV and video content than their counterparts in the UK, France, Germany and all other countries studied by TiVo. In fact, US internet users spend on average 90 more minutes each day with TV and video content than the global average countries.

Average Daily Time Spent Viewing TV/Video Content Among Internet Users in Select Countries, Q2 2016 (hours)

The September 2016 report from TiVo, covering Q2 2016, reveals that internet users in the US watched nearly 6 hours of TV and video content per day, over an hour more than second-place UK.

And among US millennial TV viewers, much of that time spent watching TV is shifting toward streaming video content.

A May 2016 report from Horowitz Research elucidates some TV habits of US millennials. In 2012, 75% of weekly time spent viewing TV and video content was done via “traditional” means (including DVR, live TV and VOD). Just 15% of time spent was via streaming.

Share of Weekly Time Spent Viewing TV/Video Content Among US Millennial TV Viewers, by Type, 2012 & 2016 (% of total)

But by 2016, the picture is rendered differently: Streaming has overtaken traditional as the means of watching most often: 54% of all weekly time spent viewing TV and video content is done so through streaming, while traditional channels have dropped to about 40% of all time watched.

eMarketer projects a total of nearly 235 million TV viewers over the course of 2016; that figure will hover around the 235 million figure for the next two years to come.

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