Americans continue to spend more time with media | Media Analysis | Business
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The amount of time Americans spend with media continues to increase: In just the few months since the end of the third quarter of last year, US consumers 18 and older increased their time with media by more than a full half hour.
nielsen 23 aug 2018 2
According to Nielsen, US adults increased their time with live TV in first-quarter 2018 by 16 minutes when compared with third-quarter 2017. Also, there has been increased engagement across apps and web browsing on smartphones and tablets, along with growing use of internet-connected devices.

“The proliferation of technology, devices and content over time has also allowed media to reach more of us each week than ever before,” the firm said. “When comparing which platforms reach the most Americans today, legacy platforms lead the way, with radio and TV topping the list, followed by smartphones.”

The amount of people using traditional platforms held relatively steady when looking deeper into the data. Live + time-shifted TV viewing and radio have remained consistent over the measured quarters—a testament to the relative stability to these cornerstone media platforms. Radio alone reaches 92% of adults on a weekly basis; live and time-shifted TV has a weekly reach of 88%.

Overall, live and time-shifted television, even when accounting for seasonal fluctuations in viewership, still accounts for a majority of an adult’s media usage, with four hours and 46 minutes being spent with the platform daily in first-quarter 2018.

But newer platforms that have emerged as a result of internet accessibility and growing connectedness of consumers are ultimately behind the growth of media usage.

“For instance, TV-connected devices, such as video game consoles and internet-connected devices (Google Chromecast, Apple TV, Amazon Fire TV, smart TV apps , etc.), allow audiences to use their internet connections and access a treasure trove of content to interact with at will,” the firm added.