Television is still king, claiming nine out of ten video minutes viewed


Michelle Clancy

| 03 August 2015

Television's reach is still undeniable despite the rise of online and mobile video viewing, reaching 90% of all US adults in any given week.

According to the Video Advertising Bureau, even among the young, television commands majority of the total video screen time. Its survey found that TV is the video outlet of choice 93% of the time among teens, and 81% among adults 18-24. On average, about nine minutes of every ten spent with video are spent watching TV.

The study also uncovered that young adults are spending less time with time-shifted content than older consumers (4% less than the average for adults 18 to 34).

The numbers are slightly higher still for Blacks and Hispanics. In Q4 2014, television was preferred video viewing platform and accounted for 84% of total video time among adults 18-24 in these demographics.

All of that said, the report also found that more consumers are sampling video on smartphones than ever before, with 20% more respondents saying that they do this versus one year ago. The figure stands at 15% among adults 18-24.

Part of the reason for that is the fact that multimedia device usage has jumped 47%, with the highest percentage being among adults 18-34. Also, over-the-top (OTT) penetration continues to climb – nearing 19%.

In the ethnic segments, adults 35-49 are spending significantly more time with mobile video than they were last year — up 40%. App/Web usage is also up, by 13%, driven primarily by those 35 and over.