More than a quarter (28%) of all TV viewing in the US is now done via digital streaming, according to a new GfK MRI report.
Accessing subscription or free online platforms via a computer or mobile device accounts for 16% of time spent with TV content; online streaming through a traditional TV set makes up another 9%; and 3% comes from other methods for accessing content, such as portable game consoles.
The new report also reveals that 41% – termed ‘Digital Enthusiasts’ in the report – of TV viewers subscribe to at least three digital TV services online, as well as maintain a traditional pay TV subscription (cable/satellite/telco). Other new and emerging viewer groups identified through this study include
These Digital Enthusiasts are more likely than other groups to use TV network apps for TV viewing; 44% currently use network apps that do not require a cable subscription, and 35% use network apps that do require a cable subscription. Overall, Digital Enthusiasts spend $10.80 per month on apps; the majority (57%) are also frequent (“all the time/often”) binge viewers, and they note that the Internet is their “most trusted media source.”
In addition, TV Share of Clock testifies to the growing importance of mobile TV watching; 30% of TV viewers report watching a program on a smartphone in the past 30 days, and 29% say they have used a tablet to watch TV content in the same time frame. Overall, smartphones and tablets account for 8% of all TV time; and the average number of apps used to view TV programs in the past 30 days is about 7 for mobile devices.
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