Streaming has overtaken live programming as the viewing method-of-choice in the US, according to the ninth edition of the Deloitte “Digital Democracy Survey”.
According to the report, 56% of consumers are now streaming movies and 53% streaming television on a monthly basis, as compared to 45% of consumers preferring to watch television programs live.
Moreover, younger viewers have moved to watching TV shows on mobile devices rather than on television. Among Trailing Millennials (age 14-25), nearly 60% of time spent watching movies occurs on computers, tablets and smartphones, making movie viewing habits decidedly age-dependent.
The report also finds that the trend of binge-watching – viewing three or more program episodes at one sitting – is prevalent with 68% of consumers doing so today. In fact, 31% of Americans who binge-watch, do so at least once a week, led by Trailing Millennials, who binge watch more frequently than any other generation at 42%. The survey also notes that TV-dramas are the most popular television genre to binge-watch, commanding 54% of binge-watchers’ attention; a characteristic more pronounced among females. Additionally, 20% of Americans binge-watch comedies, with more being male.
“Personal viewing experiences and the ability to consume media at your own pace is significantly impacting how US consumers value their content devices and services,” comments Gerald Belson, vice chairman, Deloitte LLP and U.S. Media & Entertainment sector leader. “Today, binge-watching, and the ability to watch what we want, when we want, and where we want, is an exciting cultural phenomenon that is shifting consumer behaviors and attitudes towards curating an individual experience.”