March 15, 2018
Nearly 60% of TV viewing in broadband homes is on-demand, non-linear content. Just over 25% of viewing by consumers ages 18 to 34 is live, including pay-TV, broadcast and live-streaming, according to new data from Parks Associates.
Among viewers who watch live broadcasts, 17% use an online video service such as CBS All Access, Univision Now or PlutoTV. That percentage jumps to 30% among viewers age 35 and older.
“Live TV is far from dead, but on-demand sources are claiming an increasingly large portion of viewing,” senior analyst Brett Sappington said in a statement.
The analyst contends that despite the onslaught of online TV and over-the-top video, viewers often remain loyal to habits they grew up with – including watching live linear TV.
The highest average consumption of linear TV content is among married respondents at 7.8 hours per week. The highest average consumption of non-linear TV content is among unmarried respondents living with a partner at 13.1 hours weekly.
“Interestingly, consumers who have never had pay-TV (i.e. cord nevers) still spend about one-third of their TV viewing time watching live content, primarily from over-the-air TV channels,” Sappington said. “They also spend almost half as much time watching video on a TV overall as do average broadband households.”