New consumer research from Leichtman Research Group finds that since the impact of the coronavirus pandemic, 53% of adults ages 18 and above in U.S. TV households say they now spend more time watching TV per day, while 16% say they watch less.
There are no significant differences by age, income, or gender of those agreeing that they watch more TV per day, nor is there a significant difference between SVOD and non-SVOD households. However, 56% of pay-TV subs say they now spend more time watching TV per day, compared to 45% of non-subscribers.
This data is based on an online survey of about 1,200 TV households in the U.S. conducted in May.
Other survey findings include that 62% of pay-TV premium subs, 62% of pay-TV DVR subs, and 59% of pay-TV on-demand users say they spend more time watching TV per day. Another 43% of connected TV users say they use connected TV devices more often, while 20% say they use connected devices less often.
The study found that 52% of connected TV users with annual household incomes above $75,000 say they use connected TV devices more often, compared with 42% with household incomes of $30,000 to $75,000, and 28% with household incomes under $30,000.
Another 45% of connected TV users ages 18-54 say they use connected TV devices more often, compared with 31% of ages 55 and older. Still 39% say they are more satisfied with their streaming video services, while 18% say they aren’t more satisfied. Indeed, 33% say they are more satisfied with their pay-TV service, while 16% say they aren’t; 36% say they are more satisfied with their home Internet service, while 19% disagree.
“Reported increases in TV viewing since the coronavirus pandemic began are consistent across demographic categories, while perceived increases in connected TV usage are more prevalent in higher income households and among younger adults,” analyst Bruce Leichtman said in a statement. “Usage growth has played a role in boosting consumers’ positive perceptions of their streaming video, pay-TV and broadband services.”