Time-Shifted Viewing Up, Live Viewing Dips
Live television viewing slipped again in the first quarter of this year, according to Nielsen.
The average daily live TV viewing per person is now at 4 hours and 38 minutes -- down from 4:47 during the first quarter of 2011. Time-shifted viewing climbed to 24 minutes from 21 minutes. Gaming time stayed the same at 14 minutes a day, with DVD playback slipping to an average 12 minutes from 14 minutes.
Nielsen Cross-Media report says on a weekly basis, U.S. viewers are watching nearly 35 hours per week of video across all screens, and spending five hours a week using the Internet. Gaming time now is one hour and 38 minutes per week on average. But among those who watch streaming video content on gaming devices, it is now 2 hours and 48 minutes.
Nielsen says traditional TV viewing is slipping but shifting to other devices -- especially tablets. Currently, more than 15% of U.S. TV homes have one. Also factoring into all this media change -- nearly 36 million mobile phone owners in the U.S. watch video on their phones.
TV home penetration is at nearly 96% and slowly declining. But Nielsen says "in homes that are not considered traditional TV homes," 75% own a TV set -- probably connected to a gaming device, over-the-top device, DVD player or the Internet directly.