Digital platforms eat into prime time viewing hours



| 22 September 2015

Uptake of the likes of over-the-top (OTT) and video-on-demand (VOD) has increased to the point where former digital alternatives are now activities more associated with prime time, says analyst Nielsen.

The Nielsen Q2 2015 Total Audience Report has revealed that as consumers' media palate ebbs and flows throughout the day, so too does the share of their time on the different devices and platforms.

More pointedly, connected devices — such as game consoles or devices like Roku or Apple TV — increase their share of the average audience into the late evening. Nielsen found that video usage has grown across the week on the likes of PCs, smartphones or tablets, rising nearly 20% overall year-over-year among adults.

"Knowing how many consumers are connecting to both traditional and digital platforms, as well as the share these platforms have during each hour of the day, really highlights the fact that all of them are put to use," said Glenn Enoch, senior vice president, audience insights, Nielsen and author of the report. "Consumers don't see media use as an 'either/or' proposition. They leverage all ways to connect with content at different times of the day."