Streaming-enabled TVs reach mainstream in US | Media Analysis | Business
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Most US adults (56%) now own a streaming-enabled TV, a 56% rise from just two years ago, representing a fundamental shift in the way that Americans watch television.

xbox 12 May 2017This is according to the Interactive Advertising Bureau (IAB), which also found that almost all Americans (92%) own a TV. However, today the majority of time spent (54%) watching TV is dedicated to something other than traditional linear programming (46%).

“Streaming-enabled TVs have changed the way Americans watch television,” said Chris Kuist, SVP, research and impact, IAB. “Streamed content from a myriad of sources — traditional TV networks or newer digital-only studios — is attracting people’s time and attention on the biggest screen in the home.”

The largest share of that non-linear time is spent streaming digital video (20%), which can include network TV shows, subscription service original shows or original digital video content. The remaining viewing time is devoted to watching programming via DVR recording (15%), video-on-demand (6%) and downloaded video (5%), in addition to another 8% that is uncategorised.

Among the 56% of US adults who own streaming-enabled TVs, watching digital video on them became an entrenched habit in 2017, with nearly half (46%) saying they do so daily. This is a significant increase from 32% in 2015 (and the highest daily usage among all digital screens over this same time).

Half of streaming-enabled TV owners (50%) say they prefer watching commercials over having to pay for ad-free subscriptions when streaming video on TV, up 14% over 2015. They also report, at 44%, that commercials during digital video are less intrusive than those during traditional linear programming (a 16% increase over 2015), and that the commercials themselves simply offer a ‘better’ experience (at 34%, an uptick of 48% over 2015).

“Advertisers need to follow this digital video programming trend, if they want to reach consumers as their viewing behaviours dramatically shift,” said Anna Bager, SVP, mobile and video, IAB. “Marketers and media buyers have packed this year’s NewFronts presentations, so they can take advantage of the increasing opportunities to reach audiences through digital video on a multitude of devices and screens.”
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