Research Firm GfK Cancels CES In-Person Presentation

Citing “an abundance of caution” due to escalating coronavirus variant infections nationwide, technology research firm GfK North America Dec. 30 announced it would forego its scheduled in-person presentation at the CES Research Summit next week (Jan. 5-8) in Las Vegas.

Instead, GfK said it would share the same tech insights on “techno mobility” via an interactive “learning session” on Jan. 27. Interested parties can sign up for the GfK virtual session at this link.

The AP reports that new cases of COVID-19 in the U.S. have soared to their highest level on record at over 265,000 per day on average, a surge driven largely by the highly contagious omicron variant.

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GfK: Streaming Video is Not a Solo Sport

While more and more Americans are watching video content — TV shows, movies, and short video — on their smartphones, new data from GfK MRI shows that video remains a highly social medium.

The latest findings show that Americans watch TV or video in groups almost half (48%) of their total viewing time. In addition, 49% of all adults — and 60% in the 18-to-34 age group — report that they are “co-viewing” more often now than they did three years ago.

Over half (58%) of co-viewing time is spent watching with a “significant other,” while children account for 19%; adult family members, 16%; and friends, 9%.

Preferred genres for watching with others change depending on who else is in the room; while movies come in first or second in all four co-viewing situations, and comedy TV Shows consistently place in the top three, sports score highest when friends are the co-viewers.

The survey also found that more than half (55%) of solo viewers are men. Parents, on the other hand, are more likely to be co-viewers; three-quarters (77%) of parental co-viewers have children under the age of 11 in the home, while one-quarter (23%) have children ages 12 to 17.

The data — based on 24,000 in-person, in-home interviews — underscores that co-viewing streaming video is not a platform-driven behavior.

MRI found that, when asked which types of TV services they use most often when co-viewing, respondents were equally likely to say they co-view via traditional TV services (48% — cable, satellite, fiber optic service) and streaming services (52% — Netflix, Amazon Prime, etc.). Not surprisingly, younger adults (ages 18-34) are more likely than average to choose streaming as their medium of co-viewing (72%, 137)

“The social nature of TV viewing continues to drive people to this enjoyable shared experience,” Amy Hunt, VP of TVideo media sales at MRI, said in a statement. “A lot has been said recently about the introduction of dynamically inserted ads for shows; but this seems to be predicated on the idea of only one target watching. The increase of co-viewing suggests that more ad options will need to be available, to appeal to the widest possible audience range.”