Among 16-24 year old viewers, online sources have replaced live shows as the “home base” for TV, with 40% using Netflix as their home base, while a mere 26% default to live TV, according to the latest results from Hub’s “Decoding the Default” study.
As for Millennials (age 18-34), they are equally likely to default to live TV (33%) and Netflix (31%)
Overall, live TV is still the single most common default source for viewers: 34% say Live TV is the first thing they turn on when they want to watch—higher than any other platform. However: that share is dropping significantly. In 2013, 50% of viewers named live TV as their default – 16 points higher than this year
Online sources now account for as much share-of viewing as live TV and DVR, combined. Across users of all TV platforms, viewers allocate 32% of their total TV viewing to live TV (down from 41% in 2013) and 15% to shows on their DVR (down from 21% in 2013). Online platforms now account for 46% of all viewing time (up from 34% in 2013)
The growth of Netflix and OTT in general in the US is a topic expected to dominate discussion at this year’s TV Xperience (October 6th-7th 2015, Hilton Times Square, New York), and something IP&TV News recently spoke to Ipsos analyst (and TV Xperience speaker) Gavin Bridge about in depth.
For booking and more info about TV Xperience (October 6th-7th 2015, Hilton Times Square, New York), click here.