U.S. consumers in the 18-34 demo spend nearly 60% of their time watching video and listening to music doing so on connected devices, significantly more than the rest of the population, according to a new study from Nielsen, which also said connected share for all adult Americans was 41%.
Not unexpectedly, traditional TV maintained its role as the most-used device for listening and watching content, with 42% of American’s media time being with the TV. But there was a marked drop off in time younger users watched traditional TV. Among 18-34 year olds, only 25% of time was spent with the TV, compared to 58% on connected devices. Among 35-49-year-olds, those numbers were 35% and 48% respectively.
The Q2 2018 Total Audience Report showed adults spent an average of 10 hours and 24 minutes with media daily, Nielsen said. The 18-34 demo spent the least time at 8 hrs. and 8 mins.; adults 50-64 the most at 10 hrs. and 49 minutes. Overall time spent with live TV and time-shifted TV declined slightly from the first three months of 2018 and the last three months of 2017, Nielsen said.
“Regardless of age, we are seeing that consumers of all types are learning new ways to connect with content because technology has made it easier to do so,” said Peter Katsingris, SVP of audience insights at Nielsen.
Fully two-thirds of households (HH) have at least one SVOD service, with the number of HHs using a virtual pay-TV service – like YouTube TV or DirecTV Now – having more than doubled in the past year from 1.4% to 3.4% of homes. Traditional pay-TV has seen its penetration decline in the same period to 77% from 81% as cord-cutting and a steady transition to broadband delivery continues. Once bally-hoed as a major trend, the number of HHs using OTA antennae stayed essentially unchanged.
“With the increased penetration of subscription video-on-demand services, we have also seen increases in the use of devices used to stream content,” Katsingris said. “This is happening across all races and ethnicities as consumers continue to have the unique ability to choose the content they wish to view. Empowerment of content choice appeals to everyone.”
The bottom line, of course, is that the pace of change is accelerating. Broadband delivery and skinny bundles are a transitory step toward mobile delivery over next-gen 5G networks that will open the door to true à la carte services that make content from anywhere available everywhere, and on any device.