Notes: Multi-screeners are twice as likely as single-screeners to say it’s important to watch their favorite shows live (47% vs. 23%), according to a Viacom survey of more than 1,500 Viacom viewers aged 13-44. The survey results also indicate that multi-screeners are more likely to be loyal to a few networks and less likely to give up pay-TV because they rely on DVR. Separately, the Viacom survey finds that live TV retains a key role in viewing behavior across the age groups tracked despite the proliferation of viewing screens and sources.
About the Data: The study involved in-person interviews in Boston and Chicago and online surveys of more than 1,500 U.S. Viacom viewers ages 13-44. The online survey included digital diaries on TV viewing paths, for which respondents listed up to 10 TV programs in the order they watched them “yesterday,” and logged more than 7,000 shows.