According to findings from Decoding the Default, the annual study by Hub Entertainment Research which tracks the TV sources US consumers consider their go-to viewing platform, there is a continuing increase in multiple platform use and a steady move away from live TV as a default source.
Highlights from the study:
1) Multiple Platforms Proliferate: Consumers are using more sources for TV watching than ever before.
The average consumer has 4.5 different sources to choose from when they’re ready to watch TV, including linear TV, DVR, video on demand, Netflix, Hulu, etc. That number is up from 3.7 in 2014.
Among younger viewers age 18-34, the number of platforms is even higher (5.1 different sources).
As just one example, half (50 per cent) of 18-34 year-olds subscribe to two or more of the ‘big three’ SVoDs: Netflix, Hulu, or Amazon.
2) First Choice No Longer: With multiple sources at their disposal, only 39 per cent of viewers now say live, linear TV from a traditional pay-TV service is what they turn on first.
That’s down 8 points from just last year, when 47 per cent called live TV their viewing default.
Consumers are now more likely to turn first to an on-demand, time-shifted source of TV, including Netflix, Hulu, Amazon, a DVR, or pay-TV video on demand (48 per cent combined).
3) Live TV Down in Core Demos: Consumers who consider live TV their default has dropped significantly across the board, even among older viewers.
The majority (56 per cent) of viewers 55 and over still default to watching live. But one year ago, it was two-thirds (66 per cent).
Among those 18-34, only about a quarter (26 per cent) say that live TV is their default. One year ago, it was more than one-third (35 per cent).
“We’ve been watching live TV drop steadily as a default source since we first conducted this study in 2013,” said Peter Fondulas, principal at Hub and co-author of the study. “But this is the first year where we’ve seen a sharp drop among older consumers too which has huge implications for the monetisation of linear TV in general. As online, on-demand platforms continue to become mainstream, live viewing has become the exception rather than the rule.”
read more here: advanced-television.com