99% of video viewing still done via television

Don’t toss out that TV just yet.

Nielsen’s latest “Third Screen Report,” produced by its Anytime Anywhere Media Measurement initiative, confirms what the networks have been emphasizing in recent months: Viewers aren’t unplugging from the tube.

Nielsen reported that 99% of video viewing in the U.S. during the third quarter was still done via traditional TV.

That’s not to say the revolution isn’t brewing. The study also reported that online video usage is up 35% vs. a year ago, while DVR playback has jumped 21%.

According to the report, the average consumer watched 31 hours of TV per week — 31 minutes of which they caught in playback mode on a DVR. That consumer also watched 22 minutes of online video and three minutes of mobile video and spent four hours on the Internet.

“The American consumer is spending more and more time with his/her technology, especially with the three screens of television, Internet and mobile devices,” the report said.

Adults 45-54 actually spend more time per week on the Web (nearly seven hours) than any other age group — with kids and teens on it the least. Adults 18-24 rep the only group that watches more online video than they do DVR’ed fare.

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