This year, the number of people who subscribe to video streaming services is greater than those who subscribe to a pay-TV service – and connected TVs continue to account for a growing share of premium video views. To put it into perspective, a recent Local Watch Report by Nielsen reveals that, as of May 2019, some 134.2 million US adults have streamed video to their TV through an internet-connected device or Smart TV, up from 115.1 million the previous year.
That number accounts for more than half (56%) of the total adults in the US and does not even take into account those people who stream video from their computers or their smartphones or tablets. According to Comscore, more than 63.7 million households have at least one OTT device, with 36.7 million owning a streaming box or stick such as Roku or Amazon Fire Stick.
Nielsen measures TV consumption in 25 designated market areas (DMAs) using an electronic people meter that monitors what is being watched among their panel, known as the Local People Meter (LPM). Using this, Nielsen found that the biggest market for adults that stream to their TV set was Cleveland, which had an average reach of 63%. Cleveland is followed by Orlando, Seattle and Tampa, with an average reach of 61%, meaning that more than 6 in 10 adults in those DMAs stream video to an internet-connected TV. Next are Los Angeles and Phoenix with 60% reach. Rounding out the top 10 cities by TV-connected video streaming (each at 59% reach), are Houston Minneapolis, New York and San Francisco.
Cleveland also led all other LPM cities in the time adults spent per day streaming content to their TV, at an average of 2:29. Adults in Cleveland streamed to their TV sets 11 days per month on average. Orlando (2:26) and Charlotte (2:23) also spent considerable time streaming content across 12 and 11 days per month, respectively.
Overall, 65% of adults 25-54-years-old stream video to the TV set, as do a similar share (64%) of 18-34-year-olds.
By comparison, far fewer (42%) adults ages 55 years and older are streaming video on connected TV devices, and those that do are streaming for less time per day. This is likely due to a heavier reliance on traditional TV: previous data from Nielsen shows that older adults are spending far more time watching traditional TV than viewing video on connected devices.
About the Data: Percentages are based on the top 25 designated market areas (DMAs) measured by an electronic people meter.