Overall looking at all adults 18 years old and older, 92% of all viewing happens on the TV screen.
“This analysis is based on actual, behavioral data and that is what makes Nielsen an industry leader. What we found was that contrary to the popular narrative that smaller screens were taking away time from the TV glass, when we looked deeper we found that overall time spent viewing on the TV had the most minutes among every age or ethnic demographic looked at. In some cases the share of viewing was as much as 97%,” said Peter Katsingris, SVP Audience Insights, Nielsen.
“The fact of the matter is that viewers use the TV screen for the bulk of their viewing and spend more time doing so than all the other platforms combined,” said Tom Ziangas, SVP Research at AMC Networks. “Sure, viewers have more options today, but when looking at platforms in a comparative fashion, it’s clear that consumers choose the television as the primary vehicle for content,” he added.
This move to mobile devices was one of the reasons that YouTube TV launched with just support on mobile devices and Chromecast. Now more research shows that Americans still love their big screen TVs. The question now is how will this effect YouTube TV as their competitors like Sling TV, DIRECTV NOW, Hulu, and PlayStation Vue, all have apps on streaming players.
So what are your thoughts? Do you watch TV on your tablet/phone or big screen TV more often? Leave us a comment and let us know.
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