The audience for streaming TV and movies has grown significantly over the past few years, finds GfK in a new report. 51% of Americans aged 13-54 now watch TV programs or movies using streaming video at least once a week, according to the researchers, with those figures (predictably) highest for the youngest age group (13-33), of whom 62% stream weekly. Streaming video is popular among Gen Xers (34-47) too, at 46% of respondents, but less so among Boomers (48-54; 30%).
While GfK says that 51% of the US population watches streaming video weekly, it’s important to note that the survey was limited to 13-54-year-olds. According to the Census Bureau, there were almost 82 million Americans aged 55 and older as of July last year. Given the age trend in streaming video viewing, it’s likely that audiences in the 55+ segment would be smaller, dragging down the overall average.
Nevertheless, the data shows that on a directional basis, streaming video is becoming more mainstream. A variety of connected devices are contributing to the growth:
- 9% of TV households are using streaming-ready 7G game systems weekly to stream;
- 5% of TV households are using a streaming-capable HDTV to stream weekly;
- 5% of consumers aged 13-54 are using a tablet to watching streaming video weekly; and
- 4% of consumers are using a smartphone to do so.
Among respondents using smartphones and tablets to stream TV programs and movies, roughly two-thirds do so through an application, with the remainder streaming directly from a website.
About the Data: For its study, GfK screened 1,065 persons (ages 13 to 54) about their television viewership. Full surveys were completed with 1,007 qualified respondents who reported any video consumption in a typical week. The research was conducted in June 2013.