Parks Associates, a leading market research and consulting firm, has announced significant findings about those streaming content in their latest study, “The Viewer Journey: Navigating Streaming Options,” during today’s NAB event. The study reveals a substantial increase in video consumption among U.S. internet households, with an average of 43.5 hours per week spent across various viewing devices, up from 37.2 hours in 2020.
This latest research highlights the growing prevalence of Free Ad-Supported Streaming TV (FAST) services, with half of the video-viewing households engaging with these platforms on a weekly basis. The study also notes how paid streaming services remain the most consumed type of content across televisions, mobile devices, computers, and tablets. Notably, 61% of households use their TVs to watch an average of 7.5 hours per week of content from paid streaming services.
According to Sarah Lee, a Research Analyst at Parks Associates, television continues to be the primary device for viewing, however an increasing trend towards consuming video content on mobile phones and tablets may change that. “While TVs dominate with over 21 hours of viewing per week, smartphones are catching up, excluding social video sources, with households spending 6.5 hours per week watching videos on these devices,” Lee explains.
The research also underscores a shift in consumer behavior, with many households enjoying a mix of scheduled and on-demand viewing. “The flexibility and convenience offered by on-demand services appeal greatly to viewers, yet there’s a significant portion that values a blend of serendipitous viewing and deliberate content choices,” adds Lee.
“The Viewer Journey” provides insights from extensive consumer surveys conducted with 8,000 to 10,000 internet households in the U.S., focusing on how these households access and prioritize different types of video content.
As the landscape of digital entertainment continues to evolve, Parks Associates’ insights from “The Viewer Journey: Navigating Streaming Options” suggest a dynamic shift in how media is consumed across the U.S. With the increasing amount of streaming options and platforms, the study reaffirms the industry’s need to adapt and innovate continually, ensuring that content delivery keeps pace with changing consumer preferences and technological advancements.
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