IHS: Online Video, Social Media Usurping Traditional TV Consumption

With the rise in over-the-top video platforms coupled with ongoing social media obsession, new data from IHS Markit suggests traditional linear television consumption across all distribution channels in the United States and Europe is declining.

Total daily video consumption per person per country topped 273 minutes in 2018 — down about 4% from more than 284 minutes per person/country in 2013.

In the study first reported by, London-based IHS contends the trend underscores consumers’ ongoing migration toward OTT video and away from traditional linear TV.

Subscribe HERE to the FREE Media Play News Daily Newsletter!

“During previous years, non-linear television viewing was largely additive to traditional linear TV viewing, driving up the total number of minutes watched,” analyst Rob Moyser said in a statement. “However, non-linear now has become an alternative for linear TV for many consumers. As a result, total cross-platform viewing time is returning to levels seen prior to the rise of on-demand viewing.”​

Indeed, daily online video consumption of content longer than 15 minutes increased by six minutes in 2018 — driven largely by Netflix.

Social media consumption of video increased by eight minutes per day/person, and when combined with online video, totaled 303 minutes per person/day. That compared to 299 minutes in 2017.

“Mobile devices have become a key area of growth in terms of video consumption, particularly out of the home, as data plans become more affordable and screen sizes increase,” added analyst Fateha Begum. “Connected living room devices, however, present new opportunities for social platforms to reach wider audiences particularly as consumer appetite for short-form viewing improves.”