Television consumption

Television consumption has for decades constituted a major part of media consumption in Western culture. According to a Nielsen report, United States adults are watching five hours and four minutes of television per day on average (35.5 h/week, slightly more than 77 days per year).[1][2] Older people watch more (less than 50 h/week), younger people less (more than 20 h/week), both with a seasonal pattern that peaks in the winter months.[3][4] While overall media consumption continues to rise, live TV consumption was on the decline in 2016.[5]

In 2009 the numbers were generally lower but still amounted to 9 years in front of the screen for an average 65-year-old American (more than 4 h/day, 28 h/week). Given the 30% of local TV news broadcast time devoted to advertising, this results in 2 million TV commercials seen by the average person by age 65. An average child in the US will see 20,000 of 30-second TV commercials per year.[6] The time spent watching commercials is reduced when watching recorded TV[7] It has even been surmised that due to media multitasking, TV commercials are largely ignored.[8]

Global view

In 2014, counting all four possible "screens" (TV set, PC, mobile phone/smartphone and tablet computer) and taking into account time-shifted TV, the worldwide consumption had risen by 7 minutes over 2013. Slight decreases in decreases in North America and Asia were more than compensated by increases in Latin America and Africa. The most popular genre worldwide, according to observations at 2016's TV and digital content event MIPTV, is drama.[9]

The United States lead the global list of daily TV viewing time in 2015, followed by Poland, Japan, Italy, and Russia.[10] According to other statistics, the UK was top, followed by the US, France, Indonesia, Kenya and Nigeria in 2014.[11] In 2002, the US and the UK were ranked equal with 28 hours per person per week, followed by Italy, Germany, France, and Ireland.[12]

Besides the continuing slow decline in average viewing times for the traditional linear TV, ZenithMedia has predicted a decline also for the number of viewers in 2015 also[13]

As in the US, worldwide media consumption continues to rise, but live TV consumption was on the decline in 2015 and predicted to drop even further with a marked decrease from 2010 from 195.6 min/day to 179.5 min/day (~3 h/day, 21 h/week).[14]

Average media consumption (minutes per day) in 2015[14]
Regionmin/day
Asia Pacific154.5
Central and Eastern Europe222.9
Latin America199.0
North America292.6
MENA249.7
Western Europe220.5
Rest of world211.0

See also

References

  1. ↑ John Koblin (30 June 2016). "How Much Do We Love TV? Let Us Count the Ways". NY Times. You still love television. You use your tablet more than ever. And now you are as likely to have paid services like Netflix or Amazon Prime as you are to have a DVR service. ... On average, American adults are watching five hours and four minutes of television per day. The bulk of that – about four and a half hours of it – is live television, which is television watched when originally broadcast. Thirty minutes more comes via DVR.
  2. ↑ "Average American watches 5 hours of TV per day, report shows". NY Times. 5 March 2014. We watch a lot of television while we're young and mostly at home. Our viewership drops when we hit our teen years and start to develop more outside interests.But after that our viewing then rises in pretty much a straight line for the rest of our lives.
  3. ↑ "The State of Traditional TV: Updated With Q3 2016 Data". MarketingCharts. 11 January 2017. In sum, between 2011 and 2016, Q3 traditional TV viewing by 18-24-year-olds dropped by more than 9-and-a-half hours per week, or by roughly 1 hour and 20 minutes per day. In percentage terms, Q3 traditional TV viewing by 18-24-year-olds was down by 7.4% year-over-year and has now fallen by roughly 40% since 2011. ... in the space of 5 years, 40% of this age group's traditional TV viewing time has migrated to other activities or streaming.
  4. ↑ "The Nielsen Total Audience Report: Q2 2016". Nielsen.com. 26 September 2016.
  5. ↑ Jason Lynch (27 June 2016). "U.S. Adults Consume an Entire Hour More of Media Per Day Than They Did Just Last Year – For daily total of 10 hours, 39 minutes". Live TV usage among U.S. adults is still declining, down three minutes from the first quarter 2015, but not as rapidly as in recent years. Nielsen notes the live TV decline was much more pronounced between 2013 and 2014, when it dropped by 16 minutes.
  6. ↑ "Television & Health". California State University, Northridge. 2009.
  7. ↑ "TV advertising skipped by 86% of viewers". The Guardian. 2010. nearly 90% of television viewers always skip through the adverts on their digital video recorder but TV still remains the most memorable form of advertising
  8. ↑ "Why TV advertising means nothing in the age of the smartphone". CNBC. 2015. "Every 15 or 20 minutes, right when there's a commercial break on TV, you just see this massive peak in [mobile] activity," ... That means that even if Nielsen ratings—the industry standard for selling advertisements against a program—say that a million people watch a show, a lot of them are essentially shutting their eyes to the ad breaks.
  9. ↑ "How is TV consumption changing around the world?". euronews. 6 April 2016. Average TV viewing times vary a lot around the world, there has been a decrease in some regions, like North America and Asia but an increase in Latin America and Africa. Overall though, compared with 2014, the viewing time of traditional TV has decreased by around 3 minutes per day. However when you take into account the amount of 'non-linear' viewing going on (using data from a few countries that have started to measure 4-screen audiences) you see an additional 7 minutes of watch time per day.
  10. ↑ "Average daily TV viewing time per person in selected countries worldwide in 2015 (in minutes)". statista.com.
  11. ↑ Thompson, Derek. "How the World Consumes Media—in Charts and Maps". Theatlantic.com. Retrieved 30 July 2017.
  12. ↑ "Media > Television viewing: Countries Compared". Nationmaster.com. Retrieved 2017-07-31.
  13. ↑ "Mobile to drive 19.8% increase in online video consumption in 2016". zenithmedia. 2015. the number of regular linear TV viewers has been in decline in France and Russia since 2013, in the UK and the US since 2014, and is expected to start to decline in China this year. The decline of linear TV viewing is in direct correlation with the increasing quantity and quality of content available online, both from short-form platforms like YouTube and long-form platforms like Netflix. ZenithOptimedia forecasts that the number of regular online video viewers will increase by 5.8% in 2015, 5.1% in 2016 and 5.3% in 2017.
  14. 1 2 Anne Austin, Jonathan Barnard, Nicola Hutcheon (2015). "Media Consumption Forecasts" (PDF). zenithmedia.
  • "Local Television Market Universe Estimates / Estimates as of January 1, 2016 and used throughout the 2015–2016 television season" (PDF). Nielsen.
  • "Global Media Report". McKinsey. 2015.
  • "Digital Vs Traditional Media Consumption Q3⋅2015 / Analyzing time devoted to online and traditional forms of media at a global level, as well as by age and across countries". globalwebindex.net.
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