Online video surges but traditional TV still dominates

Michelle Clancy ©RapidTVNews | 22-10-2011

Despite the growing amounts of alternatives on offer, Americans are watching more traditional TV than ever before.
New figures on media consumption from Nielsen show that monthly time spent watching TV in the living room the second quarter of 2011 rose 1.9%, to 146 hours and 20 minutes, a year-over-year increase of 2 hours and 43 minutes. However, monthly Internet video streaming is on the rise as well, with 48% of U.S. consumers watching some video online.
Online viewing averaged four hours and 26 minutes per month, which is up 15% from a year ago. However, to put that into perspective, that’s still only equivalent to 3% of the time spent with the TV. About 72% of U.S. TV homes pay for both a subscription as well as broadband Internet.
Also, Americans spend four times as much time watching time-shifted TV than Internet video. Time-shifted TV viewing, including DVR and video on demand, increased 11% year over year. The number of TV households owning a DVR increased almost 13% YOY to 39%.
Cable is still the big cheese in the living room: MSO market share stands at 55.4% of TV households -- up from 53.4% a year ago -- while telcos' share was 5.6% (down from 6.9% last year) and satellite TV represented 29.7% (down from 30.5% last year).
Broadcast-only homes represent 9.3% of TV households.