Nielsen: Americans Now Spend Nearly 6 Hours Per Day With Video

Americans’ appetite for video just keeps rising. Measurement specialist Nielsen released its Q1 2018 Total Audience Report today, finding that U.S. adults now consume 5 hours 57 minutes of video per day. That’s an increase of 11 minutes per day just in the last quarter.

Of that 5 hours 57 minutes, 4 hours 46 minutes goes to live and time-shifted TV viewing, up 2 minutes this quarter. The biggest gain is with TV-connected devices (including internet-connected devices, game consoles, and DVDs) which average 46 minutes per day, up from 40 minutes last quarter.

Video on a computer gets 10 minutes, video on a phone (either through an app or browser) gets 10 minutes, and tablets get 5 minutes, all of which are fairly flat.

Looking at Americans’ total media diet, Nielsen finds we spend 11 hours 6 minutes each day connected to some kind of media. This figure includes all internet, phone, and radio use. That’s up from 10 hours 47 minutes in the previous quarter.

Two-thirds of U.S. homes own devices that let them stream video to the television set, and 2.7 percent subscribe to a skinny bundle (vMVPD) while 64 percent subscribe to a subscription service (SVOD). Even cord-cutters and cord-nevers find plenty to watch, as over 80 percent of non-TV homes still watch video.

For more, download the full Nielsen report (registration required).

The Math of OTT: A Formula Of Addition, Not Subtraction

With 820 million connected video devices in the U.S. and hundreds of different streaming services, the over-the-top video ecosystem is about delivering more to the consumer. The Video Advertising Bureau (VAB) just released it latest report.

More…Distribution
71% of Internet users use an OTT service at least once a month

More…Content
Consumers have a voracious appetite for content, in fact a large majority of OTT HHs (70%) also have a multichannel subscription

More…Choice
Nearly one-third of OTT subscribers hold 3 or more means of accessing OTT content, an eight-fold increase over just the last two years

More…Convenience
45% of streamers say it’s important to them to be able to watch TV programs “on the go” while 81% say it’s important to them to watch TV programs whenever they want

More…Advertising Opportunities
Currently, advertising comprises 45% of all online video revenue and is projected to grow to almost 60% over the next 10 years

65% of people who use a second screen while streaming have looked up info on a product that’s been advertised in a TV show

To learn more about VAB’s competitive OTT video ecosystem, click here to download the report.