TVB’s Steve Lanzano Says New Nielsen Report Confirms Dominance of Linear Television with Strong Growth in Time Spent
Americans’ Daily Time Spent Viewing Video Content on Traditional Television is 4x Greater Than OTT / Streaming TV and over 28x Greater Than Mobile Viewing
TVB, the not-for-profit trade association of America’s local broadcast television industry, issued the following statement from Steve Lanzano, President and CEO, on Nielsen’s Q1 2018 Total Audience Report:
The @Nielsen 1Q18 Total Audience Report reveals Americans’ daily time spent viewing video content on traditional #television is 4x greater than #OTT / streaming TV and over 28x greater than #mobile viewing.
“Nielsen’s Q1 Total Audience Report confirms Americans’ consistent preference for linear television over all other media. With so many media options both traditional and digital, adults continue to spend by far the most time with linear television, nearly five hours a day, than any other platform.”
The Nielsen Total Audience Report – Q1 2018 (highlights):
- US adults spend over 11 hours per day connected to media. At 4 hours and 10 minutes on average per day, the platform adults spend the most time with is live television. When time-shifted TV is added, that number jumps to 4 hours and 46 minutes. The next two media weren’t even close: app/web on a smartphone (2 hours and 22 minutes) and radio (1 hour and 46 minutes).
- Among video platforms in Q1 2018, live+time-shifted TV had the highest weekly reach with adults at 88%, followed by video focused app/web on a smartphone at 58%, internet connected device (devices connected to the TV that are used to stream content such as Apple TV, Roku, etc.) at 35%, video on a computer at 28% and video focused app/web on a tablet at 26%.
- Total multichannel homes account for 81% of television households, while broadband only homes account for 6%, and the remaining 13% are over-the-air homes. The OTA percentage is higher in ethnic households, rising to 15% in Asian households, 16% in African-American households, and 20% in Hispanic households, which means one in five Hispanic households are exclusively an over-the-air home.