Americans add five more hours of online video per month in Q2

Michelle Clancy | 14-11-2012

Statistics are bearing out the conventional wisdom that Americans are embracing online video, with Nielsen finding US consumers are spending at least another five hours per week in front of the computer using the Internet and watching video content.

According to the latest Nielsen Cross-Platform Report, which covers the second quarter, multi-tasking is on the rise with mobiles as well, as users spent an increasing amount of time using smartphones and tablets in the second quarter. Close to 40% of Americans now use their tablets and smartphones while watching TV at the same time, at least once a day. 62% say they do this multiple times a week and 84% do so at least once a month. The penetration rate is now over 50% for smartphones, and tablets are already in nearly 20% of US TV homes, Nielsen found, pointing to an important multi-screen opportunity for service providers.
Nielsen also compared Netflix and non-Netflix users and found that the online service does affect time spent viewing cable, satellite or IPTV services, with Netflix households logging 30 minutes less per week on average of traditional TV time. Both groups spent an average of 5 hours 20 minutes watching video content; non-Netflix users spent 276 minutes with the TV and four minutes with all streaming content. Netflix users spent 246 minutes with the TV and 12 minutes with streaming content. These statistics suggest video snacking, but it’s likely that some households stream multiple Netflix movies per week while others may only do so once a month.
Americans are continuing to clock plenty of hours in front of traditional television services too, spending on average more than 34 hours per week watching linear TV and VOD, watching DVDs and playing games.
“Most of the content from these activities was delivered to the TV set in a traditional manner – over broadcast, cable, satellite or telco connection – [but] a growing amount was delivered by Internet connection,” said the company.
Breaking it down further, US viewers watched an average of 4 hours 18 minutes of live television per day, 22 minutes of DVR playback, 12 minutes of videos games and ten minutes of DVD playback. This compares with Q2 2011 when 4 hours 23 minutes was spent with live TV, and 20 minutes with DVR, 12 minutes with DVD and 12 minutes with video games — so live TV is actually up slightly.