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How Americans watch television is drastically changing.

That’s the take from a new study from the Interactive Advertising Bureau (IAB). “The Changing TV Experience: 2017” has revealed that most U.S. adults (56 percent) own a Streaming Enabled TV, a 56 percent rise from just two years ago, a fundamental shift in the way that Americans watch television.

“Almost all Americans (92 percent) own a TV,” notes the report. “However, today the majority of time spent (54 percent) watching TV is dedicated to something other than traditional linear programming (46 percent). The largest share of that non-linear time is spent streaming digital video (20 percent), which can include network TV shows, subscription service original shows, or original digital video content.”

Competing viewing methods include watching programming via DVR recording (15 percent), Video on Demand (6 percent), and downloaded video (5 percent), in addition to about 8 percent that is uncategorized.

Digital video is rising. Among the 56 percent of U.S. adults who own Streaming Enabled TVs, watching digital video on them became an entrenched habit in 2017, with nearly half (46 percent) saying they do so daily.

What about commercials?

“Half of Streaming Enabled TV owners (50 percent) say they prefer watching commercials over having to pay for ad-free subscriptions when streaming video on TV, up 14 percent over 2015,” reads the official word shared. “They also report, at 44 percent, that commercials during digital video are less intrusive than those during traditional linear programming (a 16 percent increase over 2015), and that the commercials themselves simply offer a “better” experience (at 34 percent, an uptick of 48 percent over 2015).

Multitasking on a second device remains a common phenomenon. The report reveals that multitasking incidence is lower when people watch digital video (72 percent) than during traditional linear viewing (81 percent). Unsurprisingly, the smartphone is the most popular second device.

“Streaming Enabled TVs have changed the way Americans watch television,” said Chris Kuist, the Senior Vice President for Research and Impact at IAB. “Streamed content from a myriad of sources—traditional TV networks or newer digital-only studios—is attracting people’s time and attention on the biggest screen in the home.”

“The Changing TV Experience: 2017” report can be accessed here.

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