Nielsen: live TV still dominates viewership | News | Rapid TV News
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Live TV remains the primary medium to consume video in the US, where adults 25-54 in leading designated market areas (DMAs) view more than three hours per day, says Nielsen's latest Local Watch Report.

Some markets are more TV-focused than others: Cleveland remained No 1 in total TV viewing, with five hours and 47 minutes.

TV watching also varied by ethnicity. In nine of the top ten LPM markets, African-Americans watch more than five hours of live TV per day. Among the top ten Hispanic LPM markets, Hispanics' live TV viewing averages more than three hours per day, with those in Denver and Phoenix tuning for more than four hours.

The report also revealed key trends regarding young voters and their media usage. Millennials, that highly coveted group of adults 18-34, now constitute 26% of US adults registered to vote in their districts. Understanding their media habits, lifestyles and voting trends is key to capturing their attention, Nielsen pointed out. Of the top 25 local people meter (LPM) markets, nine are in battleground states. In six of them, young voters comprise at least 25% of adults registered to vote in their districts.

"While young voters are heavily connected to new technologies and social media, they are also still heavily engaged with live TV," said Matt O'Grady, executive vice president and managing director, local media, Nielsen. "Local broadcasters have a great opportunity to capture these young voters, as 78% watch broadcast TV weekly and 49% typically tune in to local news."

Half of young voters are either independent or do not identify with a political party; 29% are Democrats and 21% are Republicans. And nearly 40% of young voters come from an ethnic background (18% Hispanics, 13% African-Americans and 8% Asian/other).

The report also took a look at digital trends. Over-the-top (OTT) viewing options grew 2% to 8%, depending on the device, compared with November 2014 (smart TV ownership across the US is at 20%; tablet penetration is at 56%; and smartphone penetration in the US is at 82%). Baltimore is the No 1 LPM market in multimedia usage (Apple TV, Roku, Chromecast, etc) with 18 minutes per day.

Subscription video-on-demand (SVOD) offerings like Netflix reach nearly half of the US population, and markets like Philadelphia, Pittsburgh and Dallas experienced gains of up to 15% in one year.