CTV has pushed total TV usage up, to almost 90% (88%) reach during the second quarter of last year.
Pay-TV & Cord-Cutting Articles
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Sports Fans Say They’ll Migrate to Streaming Platforms if Necessary
3 in 4 would be at least somewhat likely to sign up to a streaming service to watch their favorite sport.
How Much Time Are Adults Spending with Media?
TV time accounted for almost half (46.6% share) of total media time for all adults, but only around a third of time for younger adults.
Where is Ad Avoidance Most Prevalent?
Many viewers say they take action to avoid ads on free with-ads video services such as YouTube.
Which Media Activities Are On the Rise, And Which Are Waning?
Podcast listening is growing, while there’s more momentum for free than paid audio and video streaming services.
Media Audiences: Which Pandemic-Driven Changes Are Here to Stay?
Certain shifts observed during the pandemic have begun to revert to earlier trends, while others are solidifying.
The US’ Pay-TV Penetration Rate Continues to Fall
Some 64% of TV households subscribe to pay-TV, down from 78% in 2018.
YouTube Takes the Lead in Teens’ Daily Video Consumption
Cable TV accounts for less than 5% of teens’ daily video viewing time, which is less than is dedicated to Amazon Prime.
Growth in Free Streaming Viewing Could be Impacting Other Platforms
Two-thirds of free TV streaming viewers who have upped their time with these services have spent less time with other services as a result.
Consumers Report Drop in TV & Video Services, Spending
The number of paid sources used declined from 6 months earlier.
SVOD Services Now Rival Live TV As Default TV Viewing Option
TV viewers are continuing to favor online sources over set-top boxes as their viewing default – and the gap is widening.
4 Points About the State of Streaming
YouTube now accounts for more CTV streaming hours than Netflix, while ad-supported services are more popular than non-ad-supported ones.
Workplace Software Buyers Rely on A Variety of Info Sources
Decision-makers rely heavily on others’ opinions, whether via word-of-mouth, social media, or review sites.
Sports Fans Say They’ll Migrate to Streaming Platforms if Necessary
3 in 4 would be at least somewhat likely to sign up to a streaming service to watch their favorite sport.
How Do US Adults Use TikTok?
A subset of highly active users are responsible for the vast majority of content.
Pay-TV Cord-Cutting Continues to Accelerate
The top pay-TV providers shed 7.7% of their subscriber base last year.
How Much Time Do US Adults Spend Watching TV?
Time spent watching TV is largely stable compared to pre-pandemic days, but how Americans engage with TV has changed.
More Consumers Report Engaging with QR Codes in TV Ads
3 in 10 adults in the US and Canada report having used their phone to scan a QR code in a TV show or commercial.