Fewer connected viewers for TV in the US and Germany

Pascale Paoli-Lebailly | 26-09-2012

Linear TV viewing has decreased among connected young adults in the US, Germany and Japan according to a new study from Eurodata TV Worldwide.

Moreover the research shows that the trend is linked to the growing interest in non-linear TV viewing and TV contents on digital platforms.

In France, Spain and Italy, this phenomenon has not been observed yet: boosted by 2012 sportive events, TV viewing has even raised, between January and August 2012, compared with the same period of 2011. It accounted for 8 minutes in France, to 3h50 a day, 7 minutes in Spain to 4h02, while The Netherlands upped 5 minutes to 3h12.

In other countries such as China or Canada, The London Olympics were deployed in social TV forms on all digital platforms. But social TV was not reserved to sport and was used to enrich all kinds of programmes: from entertainment with CBS’s social game Draw Something to TV series with Dallas’s related app game Rise to Power.

“2012 is heading to break record for worldwide TV consuming,” Eurodata TV’s VP Jacques Braun explained. “But it should also be a transition year before a revolution of usages. Tablets and smartphones are a huge opportunity to watch TV contents on the go.”

Such new practices are in line with the growth rate of connected devices. Smart TV sales upped 74 % to 2.3 million units in Germany over one year; tablets doubled in the UK last year to total 2.7 million while 5.6 million smartphones are owned in France.

The multiplication of screens is a green light given to Atawad consuming (Any time, anywhere, any device), while multitasking has become a reality at home.

In France, more than one tablet owner uses it while watching live or replay TV. “The broadcasters then must be careful to transform multitasking into a positive attitude towards TV contents, by offering to enrich the TV experience with interactivity or engagement,” Eurodata cautioned.

While watching live TV, viewers still appreciate sports such as Football Euro Championship, and The Super Bowl in the US. Several events have broken records in Spain Italy or The UK.

Local and international entertainment brands such as The Voice or the Farmer wants a wife, are also among the favorite TV shows.