TV still claims 89% of viewing time | Ad Tech | News | Rapid TV News
By continuing to use this site you consent to the use of cookies on your device as described in our cookie policy unless you have disabled them. You can change your cookie settings at any time but parts of our site will not function correctly without them. [Close]
Even though digital use is up, television is still king, commanding 89% of total video time (P18+), according to the Video Advertising Bureau (VAB).

vabIts survey found that among key advertiser targets P18-49 (82%) and P25-54 (85%), eight out of ten viewing minutes are spent with the television. Even among the elusive millennials, more than three-quarters of their total video time is spent in front of the TV screen (72% among P18-24 and 78% among P25-34).

TV commands majority of consumers video time across the age spectrum, across all ethnicities. Live TV comprises the bulk of TV viewing, even among young adults, P18-24, which spend 84% of their viewing with live TV.

The VAB report also found that migration from computer video to smartphone video succeeds and propels smartphone’s reach to its highest level to date – reaching 156 million consumers. Video usage on smartphone is up considerably – especially among A35-49 (+47%) and A65+ (+49%). Smartphone video usage among African-Americans jumped a notable 63% versus a year ago. App/Web usage has grown 15%, reaching 202 million users (P18+). This growth is driven mainly by older adults, A50+.

Alternate viewing platform usage such as Roku and Apple TV are growing, up +9% to 87 million (P2+). But, game console reach continues to decline.

The VAB recently found that even with the rise of alternative viewing platforms, more than half of on-demand viewing in the US still happens through a cable box.