Despite the undeniable growth in TV viewing via PC, tablet and smartphones, 80% of Americans say they prefer to watch television, on a television.
New research from BroadStream Solutions and market research firm YouGov showed that when it comes to real quality entertainment and engagement for what consumers refer to as their "favourite shows”, live TV delivered via set top box or antenna is the preferred medium. When asked what devices they used to watch live TV in the past year, 82% of American viewers said they still regularly used their television set, compared with only 14% who use a laptop, 10% a desktop, 8% a mobile phone and 7% a tablet.
The survey also revealed that the majority of viewers (64%) still like to watch their favourite shows in groups, i.e. families and friends sitting down together to watch, as has been done for years. In terms of the younger generation, live or linear TV is considered just another stream in their digital lives with about one in every four young adults (18 to 34), saying they also use their tablet or mobile device while watching television.
"The good news for broadcasters is that live TV still offers a clear advantage to viewers in terms of quality, screen size (thanks to low TV prices), and pure quality content," said Ben Wolk, president of sales and marketing at BroadStream Solutions.
"The high demand for content is still growing and more channels are needed to target the precise viewing needs of individual consumers, whether it is hyper-local channels in their community or town, or a dedicated channel on a specific topic of interest."