In November of last year, some 65.3 million US homes (or 59% of the total population) had an internet-enabled device capable of streaming content to the TV, such as a video game console, smart TV and/or multimedia device. So says Nielsen in its latest Local Watch Report [download page], which reveals that traditional TV’s influence holds despite the proliferation of enabled streaming devices.
The report indicates that, as of November 2017, penetration of enabled streaming devices had surpassed two-thirds of homes in 5 LPM markets:
- Los Angeles (70%);
- Washington, DC (69%);
- San Francisco (68%);
- Atlanta (68%); and
- New York (68%).
(LPM – or Local People Meter – markets are the top 25 DMAs measured by an electronic people meters.)
But even in those markets, streamers rely heavily on traditional TV. Looking exclusively at adults ages 25-54 who used a streaming device during November 2017 (“streamers”), Nielsen’s analysis shows that in Los Angeles, for example, almost half (48%) watched only traditional TV during an average day, while another 47% used a combination of traditional TV and their streaming device. Just 5% exclusively streamed content to their TV set in a typical day.
Those figures also don’t vary too much among the LPM markets. The percentage of “streamers” who only streamed content on a typical day ranged from a low of 4% (in Chicago and Charlotte) to a high of just 12% (in Minneapolis, Orlando and Portland).
Overall, fully 93% of “streamers” across the top 25 LPM markets were reached by traditional cable or broadcast programming during November, with these “streamers” almost evenly split between those watching only TV (47%) and those using a combination of traditional TV and a streaming device (46%).
The results suggest that while there have been significant declines in traditional TV viewing, people tend to be engaging in cord-stacking (watching both traditional TV and digital video) as opposed to just replacing their traditional TV viewing entirely with streaming options.
Other Study Highlights
- About half (51%) of “streamers” typically watch local news.
- Of the top 25 LPM markets, adults ages 25-54 watch the most traditional TV in Detroit (5 hours per day), Philadelphia (4 hours and 57 minutes) and Charlotte (4 hours and 57 minutes).
- Of the top 25 LPM markets, Pittsburgh has the lowest penetration of enabled streaming devices, at 55%.
- Some 44.1% of streaming device households are headed by adults ages 35-54, and 35.9% by adults ages 55 and older.
- Streaming device households are 32% more likely than average to have children.
- These households skew higher-income, with 30% having income of at least $100k.
- Streaming device households have above-average Hispanic and Asian representation and below-average Black representation.
For more on traditional TV trends, see MarketingCharts’ in-depth study, The State of Traditional TV Viewing.