TV set viewership is still king of the home | Media Analysis | Business | News | Rapid TV News
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Driven by millennials and older adults, TV set viewing in the US rose by 4.6 million people over the last year, according to the Video Advertising Bureau.

vab multiplatformThe survey found that TV reaches 287 million people monthly, significantly more than any other video platform. In fact, television still commands 88% of total video time among persons over 18. Even the elusive young adults aged 18-24 spend three-quarters of their total video time in front of the television.

And, regardless of ethnicity, TV is the primary video source, with blacks using it for 87% of their video time; Hispanics watching 81% of the time and Asians viewing 72% of the time.

Also, despite the rise of on-demand video, watching TV live as it airs represents eight out of ten minutes viewed. This is true across the age spectrum, with millennials watching live more than 80% of the time. The VAB found that in general, time spent with DVR time-shifted TV is down from year ago, and is down a big 18% among adults aged 18-24.

The survey also found that alternate viewing platform usage such as Roku and Apple TV is growing, reaching 92 million people in the US, but game console reach continues to decline. About two million fewer people are watching video on Xbox and other gaming consoles, with children and teens leading the decline.

Meanwhile, migration from computer video to smartphone video has propelled mobile video to its highest reach to date of 165 million consumers. Smartphone app usage is also up across every age group - especially baby boomers (up 83% among aged 50-64 and up 89% among those aged 65-plus).