Americans are streaming a lot of TV, but how much of it are they really seeing? According to the 11th edition of the Deloitte Digital Democracy Survey, 73 percent of American consumers binge watch TV shows. Young adults are the strongest bingers, averaging six episodes and five hours per viewing session. They’re not simply glued to the screen during that couch time: 99 percent of millennials and generation Z viewers are multitasking by texting, browsing, using social networks, reading emails, and shopping online. How they can follow the twists of complex streaming series is a mystery.
In the latest high water mark for streaming services, Deloitte finds that 49 percent of U.S. consumers subscribe to a paid OTT service, while 74 percent subscribe to pay TV. For younger adults, nearly 60 percent subscribe to a paid streaming service. However, viewers spend 40 percent of their time streaming from free services and 35 percent of their time streaming from paid services.
The hardware used for streaming video varies by age: Millennial and generation Z viewers spend roughly half their viewing time watching on something other than a TV. Generation X spends 60 percent of their viewing time with a TV and baby boomers spend over 80 percent.
The reason pay TV subscription rates are as high as they are is largely due to bundled offerings. Deloitte finds 66 percent of pay TV subscribers keep their service because it’s bundled with internet and they’d pay more without it.
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