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Viewership of linear TV may be on the wane but video consumption is not, according to the Q1 2018 Nielsen Total Audience Report released Tuesday.
According to the report, adults in the U.S. aged 18 and over in the first quarter of 2018 spent more than 11 hours a day connected to linear and digital media and of that, nearly six hours a day with video alone. Younger adults are the biggest consumers of this media, spending the largest percentage of time with TV-connected devices.
Overall video viewing is up a bit in the first quarter of this year, with U.S. adults watching an average of 11 hours and six minutes of video a day, up 19 minutes a day from the previous quarter.
Most adults still use linear platforms, with nearly 90 percent of them using live plus time-shifted linear TV platforms. Some 67 percent of households — or two-thirds — have a device such as Google Chromecast, Roku or Apple TV that’s capable of streaming video to their TV set. In those homes, streaming to the TV set accounts for 10 percent of TV usage.
Some 64 percent of homes have access to one of the three biggest subscription video on demand (SVOD) services — Netflix, Hulu and Amazon Prime — up from 58 percent last year. Nearly 30 percent of households have access to only one of those services, while 37 percent have access to more than one and 11 percent have access to all three.
Black adults are the heaviest users of media overall, Nielsen found, while U.S. Hispanics listen to more radio with radio reaching 96 percent—or virtually all—of all U.S. Hispanic adults. Radio still offers the largest reach of any media platform, with 92 percent of U.S. adults tuning in on any given week.
Less than 3 percent (2.7) of homes subscribe to a virtual multichannel video program distributor (vMVPD), such as DirecTV Now or YouTube TV but 20 percent of consumers say they have a so-called smart speaker, such as Amazon Echo or Google Home, in their home.
And even those who live in households without televisions are finding ways to watch, with 82 percent of non-TV households still watching video via their computers, smartphones, tablets, at a friend or family member’s house or at work.
[Image courtesy of Adweek]
Tags: nielsen media research