Americans spend 33 hours a week watching video across screens: Nielsen

MUMBAI: Americans spend more than 33 hours per week watching video across the screens, according to the latest Nielsen Cross-Platform Report.

The way content is being consumed, however, is changing. Demonstrating that consumers are increasingly making Internet connectivity a priority, 75.3 per cent pay for
broadband Internet, up from 70.9 per cent last year; 90.4 per cent pay for cable, telephone company-provided TV or satellite.

Homes with both paid TV and broadband increased by 5.5 per cent since last year.

Changes are afoot, however, as consumers seek out the entertainment option that makes the most sense for them. The number of homes subscribing to wired cable has decreased 4.1 per cent in the past year at the same time that telephone company-provided and satellite TV have seen increases of 21.1 per cent and 2.1 per cent, respectively.

Broadcast-Only/Broadband Homes in Focus: Though less than five per cent of TV households have broadband Internet, broadcast TV are on the rise—growing 22.8 per cent over last year. These households are also found to exhibit interesting video behaviours: they stream video twice as much as the general population and watch half as much TV.

Whether they’re cord-cutters or former broadcast-only homes that upgraded to Internet service, these homes represent a very small but growing group of U.S. consumers.

Interestingly, roughly the same percentage of consumers in broadcast-only/broadband homes watch traditional TV, stream or use the Internet as in all cross-platform homes; the difference between these groups to time spent on these activities falls. Even broadcast-only/broadband homes spend the majority of their video time watching traditional TV: 122.6 minutes, compared to 11.2 for streaming on average each day.

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